rachel dubois

I work with leaders and product and tech organizations, helping them to go beyond agile.I have spent over 25 years in the Tech, moving through hands-on and leadership roles, starting as webdeveloper, then Product Manager, Head of Product, and company director, before focusing on senior coaching and strategic advisory. Been blessed along the way to work with super cool companies : Spotify, Airbus, and Vinted, and I now support startups, scale-ups, and large enterprises navigating growth, complexity, and increasingly difficult decisions.I am the founder of bttrways, a consulting firm focused on Product Operating Models, leadership, and value-driven organizational design. My work often centers on questions that are uncomfortable but necessary: how decisions are actually made, how priorities are set, how responsibilities are clarified, how discovery and delivery interact, how performance is measured, and how organizational debt emerges over time. I do not offer off-the-shelf frameworks or one-size-fits-all methodologies. My approach is rooted in lived experience inside real product organizations and in a pragmatic understanding of the constraints leaders face : regulatory, human, political, and economic. I work through audits, executive advisory, leadership coaching (C-level, VPs, Heads), tailored training programs, and, when relevant, fractional leadership roles.Since 2008, I regularly speak at conferences, with talks grounded and accessible, openly questioning common assumptions around agility, innovation, and product management, and helping teams make clearer connections between their decisions and the real impact on customers and the business.