Coming Soon

In Everything is a Product, Mike Belsito and Paul McAvinchey “talk product” with all different types of product people.  From food purveyors to software developers … and even drug producers.  The result is not only a collection of stories that can help any Product Manager better develop their own product, but life insights that can help improve productivity, creativity, and innovation.


Products have existed since the beginning of mankind. The first time an early human “caveman” traded fur, food, or tools — he was essentially marketing a product. Something that must be carefully developed and properly marketed in order to get something else in return.

Over time, the term “product” has been used to describe so many different types of things. From a package of gum to marijuana, financial services, informational materials, food, and even software. In modern times, people have been employed to create these products at an industrial scale, with roles ranging from designers to business analysts to marketers to engineers. And even more recently, a role specifically focused on coordinating these functions has arisen; the Product Manager.

The Product Manager is the person responsible for overseeing how products are developed, launched, and brought to the marketplace. With so many different types of products, the Product Manager role varies quite a bit. Because the product world is so fragmented, it’s become increasingly difficult for a Product Manager to get a handle of what’s relevant and useful so that they can learn and grow professionally.

But what if, among the chaos of differences between one type of product and the other — things were actually much more similar than we all thought?

What if there are analogs that can be drawn from the creation of disparate products that can help a Product Manager develop their own product, no matter what type it is?

What if we could actually take those analogs, and actually use them to improve the ultimate product; our own lives?



Mike Belsito is a startup product and business developer who loves creating something from nothing. Mike is the Co-Founder of Product Collective which organizes INDUSTRY, a conference in the midwest for people that build, launch, and scale world class products. Mike also wrote the book Startup Seed Funding for the Rest of Us, which debuted on the top of Product Hunt. Mike’s products and businesses created by Mike have been featured in national media outlets like The Atlantic, Inc Magazine, CNN, PBS and the New York Times.


Paul McAvinchey has spent over 15 years building and collaborating on digital products with the likes of AOL and WMS Gaming. Currently, he leads business development for DXY Solutions, a leading product design firm in the Midwest with a focus on building beautiful applications for connected devices. Previously, he led product development for MedCity Media, a publishing startup acquired by Breaking Media in 2015. He’s also a founder of Product Collective, a new initiative to connect product people from across the world online and in person at INDUSTRY: The Product Conference held in Cleveland annually.



Product Collective was founded in 2014 as a way to help product people all over the world connect, collaborate, and generally be inspired.

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