Matthew Stublefield · Product Leadership

Building got cheap. Knowing what to build – and how to lead the people building it – didn't.

I'm Matthew Stublefield, founder and principal consultant of Fieldway. I believe the hard calls – what to build, where to bet – can be worked out with a system, not pinned on one brain you hope is good. The judgment is the premium; the system is what makes it repeatable.

My shorts are cut from longer talks:

🛠 Behind the Scenes – the literal behind-the-scenes. The systems I'm building, the software that worked (or didn't), what I'm learning as I go, and the gear I run it all on.

🧭 Step Zero – the work that comes before the work. Who you have to become before any framework helps: trust, honest conversation, and how to treat the people you lead.

📡 Field Notes – the craft and business of running a lean advisory practice, what AI actually changes, and honest reads on the industry it all happens in.

The system behind the strategy work – the Fieldway System – is at fieldway.org.