Working with Jeff gave us clarity in both our branding and product direction. He helped refine our user packages, making the value clearer, and his feedback during alpha testing highlighted usability issues we hadn’t noticed. What made the difference was that his recommendations were immediately actionable, helping us improve clarity, usability, and adoption right away.
Tia Wood
Auditing Your Product’s Pipeline
Are your product pipelines clogged or broken? Black Friday is right around the corner, and the last thing you need is lost sales due to unknown issues in your product’s pipeline.
Over time, many product owners become numb to issues or workflows that impact their customers and or users. That’s when getting a thorough product pipeline audit from someone who can provide a Fresh Perspective is beneficial.
Pipeline Audit Details:
I’ll go from end-to-end in the pipeline for your product or service.
I start from scratch as a customer and go through the entire process of purchasing and using the product.
I provide a detailed Google Document and short screencasting videos that explain friction points, areas ripe for improvement, and any revenue generation opportunities I discover.
There’s also a 30-60 minute virtual call with me to review the results.
What This Service Is Not:
Accessibility Audit
Security Audit
Code Quality Audit
Fresh Perspectives are a $899 flat fee and generally take two weeks to complete.
Jeff doesn’t just do a simple review of your product, he does a full blown audit from top to tail, including purchase flow, onboarding, marketing, website copy, support, and more! He doesn’t just spend a few hours on it, he invests deeply to understand and figure things out, and this takes days!
The feedback in the report uncovered a range of issues, but what stood out was not the bugs (there were a few), but the choice of wording we had used in our product, which speaks to an underlying disconnect within our product. And we did not even realise! His Fresh Perspective is exactly what we needed and Jeff absolutely delivered. If you create products for WordPress, I highly recommend you get Jeff to take a look. He will uncover things you need to know to make your product better.
Brad Vincent
Delivering Value
I’ve spent nearly two decades creating value in the WordPress ecosystem. From building and selling a leading news site to shaping conversations through articles, podcasts, and community leadership.
Built and grew WPTavern starting in 2007 and successfully sold it to Matt Mullenweg, co-creator of WordPress, in 2013.
Founded WPTavern
17+ years of active contribution to the WordPress ecosystems, building relationships and community growth.
Community Leadership
Produced hundreds of articles, podcast episodes, and video content that educated and informed the WordPress community.
Thought Leader
Media
I use media as a way to share clear, honest insights. My goal is to make complex ideas accessible and useful for both creators and teams. Here are some of the things I’ve produced for commercial plugins and my podcast.
I found the user testing exercise for our Document Library Pro plugin really valuable because it highlighted several areas where a fresh pair of eyes revealed friction points I had stopped noticing myself. The feedback was clear, detailed, and grounded in real usage, with concrete examples such as confusion over the Add Media button, difficulty distinguishing table vs. grid settings, and inconsistencies in the documentation.
I especially appreciated that it went beyond just identifying problems and also included practical suggestions for improving both the interface and knowledge base, which we have already put into practice. It was an insightful review that balanced honesty with actionable recommendations, and I can see this type of service being genuinely useful for other products too.”
Katie Keith
Industry Impact
01.
WordPress Veteran
With 17+ years in WordPress, Jeff brings deep insight into its growth, culture, and tools, helping teams align with the platform’s evolving ecosystem.
02.
Industry News Leader
As founder of a leading WordPress news site, Jeff became a trusted voice for industry updates, shaping how professionals stay informed and connected.
03.
Strategic Exit
Jeff sold his publication to WordPress’s co-creator, proof of his ability to build ventures with credibility, influence, and lasting industry value.
04.
Podcast Producer
Producing 100+ podcast episodes, Jeff amplified the voices of WordPress leaders, sharing insights that inspired and educated a global audience.
05.
Video Educator
Through clear, comprehensive tutorials, Jeff simplified complex WordPress concepts, empowering users to master the platform with confidence.
06.
Partnership Builder
Jeff built partnerships across WordPress and tech, connecting creators, agencies, and innovators to spark growth and community collaboration.
Proven expertise in WordPress and product strategy
With 17+ years in the WordPress ecosystem, Jeff has built news platforms, produced podcasts, and partnered with industry leaders. His experience translates into clear, actionable guidance that helps your product move forward faster.
Product Manager
Lone Rock Point / Sep 2024 – Present
Contractor role focused on product management, strategy development, and cross-functional team coordination.
Founder
WP Mainline / 2021 – Present
Authored and published numerous articles, podcasts, and reviews on WordPress-related topics.
Outreach Coordinator
Mindsize / Mar 2024 – Jul 2024
Managed existing partnerships, established new partnerships, coordinated marketing campaigns, and served as a force multiplier in generating referrals for the agency.
Marketing Professional
StellarWP / Apr 2023 – Feb 2024
Enhanced customer satisfaction through direct support, advocated for product improvements, executed marketing strategies, and contributed to product development initiatives.
Publisher
WPEngine / Jun 2022 – Mar 2023
Authored and published numerous articles on WordPress-related topics on a monthly basis, contributing to the company’s content marketing strategy.
Publisher
Convesio / Oct 2021 – Dec 2021
Authored and published articles on WordPress-related topics on a monthly basis.
Publisher & Editor
Audrey Capital / 2013 – 2018
Maintained WPTavern as a leading site for WordPress news and insights, built community relationships, and authored articles and podcast episodes.
Founder & Editor
WPTavern / 2007 – 2013
Established WPTavern as a leading WordPress news site, built community relationships, authored content, and ultimately sold the website to Matt Mullenweg, co-creator of WordPress.
Feeds me, comforts me, treats me, pays the cheese tax on time, every time
Smoky
Household Member
Let’s Get In Touch
I’d love to hear about your product and the challenges you’re facing. Let’s connect and see how I can help.