TheyDo named a Leader in the Forrester Wave™
Why the future belongs to product engineers
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AI has pushed engineering productivity into a new era. This year alone, our PR throughput per engineer is up more than 80%. But speed brings its own pressure: when you can build almost anything quickly, the real challenge becomes choosing what to build and why.
It’s a shift happening across the entire industry, and it’s elevating the role of product engineers. They’re in the conversations where priorities are set, context is debated, and trade-offs get made, connecting technical decisions directly to customer outcomes.
That gives them more influence, more ownership, and, frankly, more satisfaction.
Because they’re involved in both the how and the why, they understand the purpose behind what they build and the people it impacts. And those people (surprise!) are real humans whose lives improve as a result.
That shift from craft to outcome is what defines modern engineering, and the engineering mindset at TheyDo. We invest in product engineering because teams who understand the customer context make smarter decisions, build the right things, and deliver impact sooner.
The mindset shift
Software engineers build great software. Product engineers build great products. It’s a small shift in words and a big shift in mindset.
Software engineers are masters of their craft: optimizing systems, writing clean, scalable code, and solving complex technical problems. Product engineers share that foundation but see their work through a different lens. They focus on impact over implementation: connecting technical excellence to human outcomes. They talk to users. They study real data. They help shape the roadmap. And they know when to cut scope, not quality.
As engineers, our superpower is that we can permanently store customer value in code. But great code doesn’t happen in a vacuum. When you know why a feature matters to customers, you build it differently. When you see how users actually interact with what you’ve shipped, you optimize for the right things. And when you’re part of discovery early on, you spot technical opportunities and constraints that would otherwise be missed.
Creating the right culture
At TheyDo, we’ve created a culture where engineers are trusted to help shape what gets built. Our product engineers are pragmatic, adaptable collaborators who care less about being right and more about getting it right. It’s not about replacing PMs or designers. It’s about amplifying our technical impact with the right context to make smarter decisions. Because great product engineers ship great products. Everything else is in service to that goal.
Our approach follows five core principles:
Understand context
Get involved early
Know your mode
Care about craft
Use the best tools
Here's how we put them into practice:
1. Understand context
You can’t build great software in isolation, and you can’t design great architecture without understanding the experience it supports. That’s why a great product engineer is customer-fuelled. They stay close to the problem and connected to real users.
At TheyDo, that means living in the context of what we build. We use the product ourselves, listen to customers in their own words, and stay close to the data that shows how our features perform. We read the research, join discovery sessions, and follow every release to see how decisions play out in the wild.
Because when you understand the business direction — the why behind the work — every technical choice carries more impact. The better your context, the smarter your trade-offs, and the faster you can move with confidence.
2. Get involved early
Engineering direction shapes product. Product direction shapes engineering. Cross-functionality isn’t optional. It’s reality.
Good product engineers aren’t just implementers; they’re stakeholders in discovery. Getting involved early lets you spot technical opportunities and manage constraints while they’re still cheap to address.
At TheyDo, we work this way by default. Engineers collaborate with PMs and designers to find pragmatic solutions that balance what customers need with what’s technically sound. And because we value context, we connect the dots from product to business to tech. We document complex decisions with clarity, so future teammates (and even AI tools) can understand the reasoning behind every choice.
When you work this way, you start seeing connections others might miss. You link product decisions to business goals, become more comfortable negotiating scope and approach, and aren’t afraid to push back when something doesn’t make sense.
3. Know your mode
Not all work is created equal. Building something from scratch requires a different mindset than optimizing what already exists. Understanding what you’re building changes how you build it; that’s why our engineers think in modes:
Explore (0→1): Experiment to find what works. Prioritize speed and flexibility over polish.Expand (1→N): Scale what’s proven. Balance velocity with quality.Extract: Optimize existing systems for performance, efficiency, and margins.
Knowing your mode helps you make smarter decisions about architecture, pace, and quality. It’s always better to cut scope, not quality, and to ask why when it truly affects your work. But you have to balance that curiosity with trust in your team. The rule of thumb? The engineers’ mantra: Ship smaller, exceptional features faster — then iterate.
4. Care about craft
Craft means delivering enterprise-grade quality. Simple, consistent, fast experiences aren’t “nice-to-haves,” they’re what separate good products from great ones, and what makes customers trust what you build.
At TheyDo, caring about craft means holding a high bar, not for perfection, but for pride in what ships. Done means it works, it’s easy to use, it performs at scale, and it’s secure. You think about edge cases before they become incidents, and you slice functionality, not quality.
For us, craft lives in the details: reporting bugs and usability issues clearly (because good reports help everyone ship faster); following shared foundations and principles that make the right choices easier and keep the codebase healthy; and staying consistent, because consistency builds trust — across the product and across teams.
When you care about craft, quality isn’t a constraint. It’s your advantage.
5. Use the best tools
Great engineers do their best work in a great environment. That’s why we give our team the best tools money can buy; tools that remove friction, accelerate iteration, and multiply impact.
At TheyDo, that means investing deeply in developer experience: fast, reliable CI/CD pipelines, strong observability, production-like local setups, and modern infrastructure that gives engineers instant feedback and the confidence to ship continuously.
When the environment is this good, engineers can focus on solving meaningful customer problems. Better tools create better products, and better products create better outcomes.
The future of engineering is all about mindset
At TheyDo, our engineers care as much about why they’re building something as how it’s built. As we grow, we’re doubling down on our curious, collaborative, and customer-obsessed culture. If that sounds like the kind of place you want to build from, we’d love to hear from you.
We’re hiring.