illogicalproject Information

illogicalproject is Brian Fenn's studio for building product people and teams. Fifteen years building product at Nike, Amazon, Microsoft, and Zillow taught one thing that never shows up on a roadmap: the work is only as good as the people doing it. This is where that work continues. Brian coaches senior product leaders, advises teams navigating AI and growth, and speaks on what product craft looks like when the stakes are real. The credibility is specific. A search replatform that drove nine-figure incremental demand for 100M+ users. A China commerce platform that protected multibillion-dollar revenue. Self-checkout built 0-to-1 for Nike's House of Innovation. The Nike App that launched at the Rio Olympics and kicked off the company's DTC strategy. The studio also ships. Detent, an iOS app that scans a bag of coffee and dials in the brew, is the current artifact. The bet behind everything here is simple: AI deepens a practice more than it replaces one. If you lead a product team, you are a senior PM leveling up, or you are building something and want a sharp second opinion, the door is open. Coaching and advisory at illogicalproject.com. Or message the page.