Stop Hiding Behind Process (You Should Own the Product Instead)

Most product managers are just project managers with a fancier title. They make zero real decisions, answer to everyone, and wonder why nothing ships on time. Willis Jackson has been building product teams for over a decade. He's blacklisted entire companies from his hiring pool. And he moved to the Bay Area to measure himself against the best—only to find out nobody there really knows how to do product either. In this episode, Willis and I get into why product thinking is now the most valuable skill in tech, why AI didn't solve the bottleneck problem (it exposed it), and what happens when engineers can build 10x faster but nobody knows what to build. We also get into his company Middle Mile—basically the Airbnb of e-commerce fulfillment—and why stay-at-home parents running micro-warehouses out of spare rooms might be the future of how your next Amazon package gets delivered. Fair warning: if you're a product manager who hasn't talked to a customer for two weeks, this episode is going to be uncomfortable. Hit follow so you never miss an episode of Startup Hustle. ⏱️ Episode Breakdown 00:35 Reconnecting and Early Influences 03:27 The Challenges of Product Management 06:34 The Role of AI in Product Development 09:32 Understanding Risks in AI and Software Development 12:34 Bottlenecks in Product Teams 15:25 The Importance of People in Business 18:17 Innovative Fulfillment Solutions 21:39 The Journey of Building a Business Links & Resources Connect with Willis Jackson III on LinkedIn What Smart CTOs Are Doing Differently With Offshore Teams in 2025

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Stop Hiding Behind Process (You Should Own the Product Instead) is an episode from Startup Hustle by Startup Hustle.

This episode is 29:56 long.

This episode was published on Apr 23, 2026.

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