Product Agility Hugo Froes: Principles First: Simplifying Organizational Change - Productized 2025 TalkInTen
Nov 12, 2025
Hugo Froes, co-founder of Feynnova and expert in organizational design, shares insights on applying a principles-first approach to drive effective change. He argues that heavy processes are too rigid and often fail, while streamlined principles enable adaptability. Hugo offers practical advice on creating effective principles quickly and highlights the importance of keeping them under five for clarity. He also discusses when to engage external experts during scale-up phases and how to ensure that principles become an intrinsic part of a company's culture.
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Principles Beat Heavy Processes
- Principle-first design creates lighter, adaptable processes that scale better than heavy end-to-end designs.
- Principles act as a protective layer that guides behaviour when the organisation changes.
Keep Principles Short And Practical
- Do keep principles practical, short and testable by running them in an afternoon.
- Replace or fix principles that don't change behaviour instead of preserving them out of pride.
Big Process, Small Results
- Hugo recounts building a huge end-to-end process that failed to deliver results despite effort.
- The team focused on minute details and lost sight of the original 'why', reducing impact.