Product All-Star: 7 questions with Alex Berestenko

Building products is an adventure. That is what makes it the best job in the world. But this role is not for everyone — true product success requires decisive action, continuous effort, and the relentless pursuit of value.

We have the honor of being connected to companies and product experts who go boldly and bravely. And we are asking folks to share their knowledge with you in the hopes it will inspire you in your own product career.

Alex Berestenko is director of product operations at Therapy Brands, a top healthcare technology provider supporting mental, behavioral, and rehabilitative therapy. Based in Chicago, Alex works closely with product teams to streamline workflows and equip them with the tools they need to serve medical practices and their communities.

Outside of work, Alex loves camping, hiking, and exploring new places with his wife and two daughters. Costa Rica is a favorite spot, and he is always ready for the next adventure.

Keep reading for Alex's thoughts on all things product building:

What was your first product role?

I began my career in software development with a focus on DevOps, back when the concept was still emerging. I soon realized I wanted to be involved in the entire software lifecycle — collaborating with teams and connecting directly with people across the organization.

While working as a DevOps team lead at a legal tech software company, I decided to pursue an MBA. This experience was pivotal. It broadened my perspective and gave me a deeper understanding of the strategic side of business. I requested more product-focused responsibilities and took on business analyst assignments alongside my DevOps work.

As a technical business analyst, my first task was to develop a kanban board plugin on the framework of our flagship product. It would be tailored for internal teams to manage software development. This hands-on project allowed me to experiment with product concepts while working closely with a new team. It provided valuable insight into product development and sparked my passion for the field.

Since then, I've taken on various roles in technology and product, eventually focusing on product operations. Currently, I ensure product and engineering teams at Therapy Brands have the tools, processes, and workflows they need to collaborate effectively and drive improvements across our healthcare software portfolio.

What are the most important traits for a product builder?

Attention to detail is crucial, especially early in your career. If your manager constantly has to correct your work, you're not helping — you're creating more work for them. I've seen situations where it was quicker to do the task myself than to explain it and double-check for mistakes.

Triple-check your output to avoid creating more work for others. Attention to detail early on can make a huge difference.

Respect and empathy are also key given that product people collaborate with a wide range of stakeholders. It's important to work well across all levels, from individual contributors to the C-suite. Be kind to everyone, and don't be afraid to step outside your usual responsibilities, especially when you see someone in need.

Helping others because you can, and not because you must, will lead to benefits down the road.

What do you recommend not doing when starting a product career?

First, avoid being a "yes" person. By sharing your perspective instead of defaulting to agreement, you add value to the discussion and build trust with your team.

Being confident in your perspectives means being informed, so do not hesitate to ask questions. Digging deeply into topics demonstrates that you're engaged and eager to understand.

Finally, recognize that every organization has its own dynamics. Although it's essential to stay authentic, it's also important to navigate these nuances and work well with a wide range of people."

How do you stay motivated when complex challenges arise in product development?

Stay motivated by connecting your work to the company's larger vision.

Know where the company and product are headed, and help the team understand how its work contributes to that vision. Product leaders play a critical role in both communicating strategy and moving the most important work forward. A tool such as Aha! Roadmaps gives everyone visibility into top-level objectives, making it possible to track team progress and see how individual efforts drive success, too.

The compassion you show others comes back to support you here. By being helpful and building trust, you'll have reliable colleagues to turn to for advice when challenges arise. Invest in getting to know your team personally, not just in a work-related way. Recognizing everyone's humanity and forming real connections can transform your work environment and keep your motivation high.

How do you rally the team around shared frameworks and workflows?

It starts with understanding priorities and ensuring everyone moves key pieces forward together. Operations, especially in product, is challenging and requires experience, tact, and empathy. As I mentioned, avoid transactional interactions and be genuinely kind to people. Those relationships will pay off when you're on a tight deadline and need support.

Invest in your tools, too. I've been using Aha! Roadmaps for seven years, and that experience allows me to configure the platform quickly and effectively. For example, in my current role at Therapy Brands, I migrated 12 products to Aha! software in six months and set up seven new ideas portals. The time saved upfront with strong tool knowledge makes a big difference.

What is the most exciting aspect of your current role?

The most exciting part of my role is the opportunity to organize, standardize, and scale a complex product portfolio. Bringing everything together into a streamlined system that can quickly develop new features based on customer feedback is both challenging and rewarding.

And the people make all the difference. I'm fortunate to have a fantastic leadership team and a manager I've partnered with for over eight years — someone who's both a colleague and a friend. These relationships make the work even more fulfilling.

What will change most about product development in the next decade?

Robust integrations will be a necessity. With so many applications (such as Azure DevOps, Jira, and Salesforce), ensuring seamless integration and easy data flow among them will be crucial. And centralized data repositories, such as Power BI, will enable more comprehensive reporting for stakeholders at all levels.

AI will also play a big role in product development. It's already helping with tasks like writing user stories, release notes, and documentation. This saves time for teams to focus more on product and customer interaction. As AI becomes more advanced, it could even analyze competitor data to help shape strategy, identify opportunities, and suggest feature prioritization.

To stay ahead, product teams will need to embrace AI tools. Knowing how to leverage AI effectively will be essential for success.

Read more of the Product All-Star series.

Know an inspiring product builder? Nominate them to be featured in an upcoming post. They simply need to be doing quality work and using Aha! software.