Greetings, I am Edial Dekker, over the last 15 years I’ve created, directed and launched digital consumer and e-commerce products. Recently, I started making beer, cider and (natural wine) from a garage in Amsterdam Noord too.

I advocate for a pragmatic approach to product development, believing that successful digital companies thrive on a strong 'product culture' that enables them to make informed decisions at the right junctures.

I firmly believe that scalable ideas, supported by thorough ideation processes (such as user testing / research, and prototyping) and iterative practices (like sprints and roadmap development), are key to swiftly aligning with customer desires and requirements. I am passionate about leveraging data-driven insights to drive decisions, ensuring that each product launch yields measurable results, whether in increased revenue, enhanced user engagement, or elevated customer satisfaction.

My objective is to empower your team(s) to enhance their product development processes efficiently. By working together, we can cultivate a company culture that not only appreciates but also strategically leverages product development to achieve the organization's objectives and goals.