“Heidi was instrumental in developing AppFolio's fun-loving company culture from startup to $100M in revenue - her unofficial title was our Director of Fun. She created and ran numerous hack days and overnight team building offsites for engineering and product development groups. She also acted as a highly successful agile coach. She helped guide our teams to continuously deliver business value to our customers with a high degree of efficiency and autonomy. Heidi was key in creating a culture of delivery for our teams and even though we had a high bar of expectations I consistently heard from individual engineers how much they loved Heidi and loved working with her. As founder and CTO she made my life a lot easier.”
About
People reach out to me to understand why their teams aren't delivering as fast as they…
Services
Activity
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I was laid off from Oracle two weeks ago, alongside 30,000 others. I took some time to sit with it. Transitions like this deserve a real pause…
I was laid off from Oracle two weeks ago, alongside 30,000 others. I took some time to sit with it. Transitions like this deserve a real pause…
Liked by Heidi Helfand
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I recently ended the lease at my old office where I would work and film videos and moved into a home office. I really wanted a nicer / cleaner look…
I recently ended the lease at my old office where I would work and film videos and moved into a home office. I really wanted a nicer / cleaner look…
Liked by Heidi Helfand
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So much fun seeing everyone at both our Procore Alumni nights! Always fun getting the band back together. So many great stories. So fun hearing all…
So much fun seeing everyone at both our Procore Alumni nights! Always fun getting the band back together. So many great stories. So fun hearing all…
Liked by Heidi Helfand
Experience
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dynamicreteaming.com
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Education
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Founder & Organizer
Myxopapillary Ependymoma patient community
- Present 13 years
Health
I founded a patient community on a rare spinal cancer called Myxopapillary Ependymoma. I admin this group which has grown to 500 members.
https://www.facebook.com/groups/myxopapillary/
Publications
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Dynamic Reteaming, The Art And Wisdom of Changing Teams, Second Edition
O'Reilly
See publicationWhether you like it or not, your teams are going to change. People will join your team, and people will leave your team. It takes the addition or removal of only one person to have a new team system. And sometimes it is more than that. Multiple people join the company. It feels different. When a company goes through hard times, it could be that many people are dismissed. This is all dynamic reteaming. It is all part of the general concept of team change. We might catalyze our own team change…
Whether you like it or not, your teams are going to change. People will join your team, and people will leave your team. It takes the addition or removal of only one person to have a new team system. And sometimes it is more than that. Multiple people join the company. It feels different. When a company goes through hard times, it could be that many people are dismissed. This is all dynamic reteaming. It is all part of the general concept of team change. We might catalyze our own team change and, therefore, desire it. At other times, the changes happen to us. Recognizing team change as a natural occurrence is a key point of this book.
In essence, team change is inevitable, so we might as well get good at it.
Languages
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Spanish
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Organizations
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Agile Open Southern California - agileopencalifornia.com
Co-Organizer
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SB Agile Meetup Group - meetup.com/sb-agile
Founder and Co-Organizer
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Recommendations received
3 people have recommended Heidi
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I started a company because of a scoop of ice cream For years I was a guy with a full-time job who also happened to be up at midnight on a Tuesday…
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From solving problems to building connections, Sophia brings curiosity and heart to everything she does at AVID. Check out her Q&A in the slides to…
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What an awesome opportunity for Teresa (Findley) Rye to showcase what she brings to the table everyday. Congrats, Reese, on a great podcast!!
What an awesome opportunity for Teresa (Findley) Rye to showcase what she brings to the table everyday. Congrats, Reese, on a great podcast!!
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We're excited to announce the Whatnot Seller Summit: a first-of-its-kind community event taking place April 25th, 2026 in Austin, Texas. Growth on…
We're excited to announce the Whatnot Seller Summit: a first-of-its-kind community event taking place April 25th, 2026 in Austin, Texas. Growth on…
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To say World of Concrete 2026 was a success would be an understatement. The STACK booth ran at full capacity all week. Demo stations stayed packed…
To say World of Concrete 2026 was a success would be an understatement. The STACK booth ran at full capacity all week. Demo stations stayed packed…
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Marcel Semmler
Stop treating product like a board. It’s a business. Most teams still worship the backlog. Standups. Grooming. Velocity. All tidy. Little impact. AI now writes tickets, summaries, even priorities. So what’s left for us? Owning outcomes. Price. Revenue. Retention. Margin. I learned this in my first startup. We killed a B2C idea. Built a B2B product from our strengths. I did research, pricing, GTM, and the first sales pitches. Scrum was helpful. But small. The commercial work saved the company. That’s the future of product. Not more rituals. More ownership.
3 Comments -
Melissa Perri
If 30% of people don't opt out of product management training, you're probably doing it wrong. At one company I worked with, we discovered that about 30% of people wanted to leave once they truly understood what product management entailed. The constant ambiguity, the need to make decisions with incomplete data, the relentless focus on evidence over opinion, it's not for everyone. And that's actually a good outcome. Most organizations measure training success by completion rates. But effective PM training should help people self-select out if they're not suited for the role's realities. Better to discover this during a 3-month program than after 18 months of poor performance and frustration. Product management involves thriving in uncertainty, defending unpopular decisions with data, and saying no to stakeholders who don't want to hear it. Some people love this challenge. Others realize they prefer more structure and predictability. Stop treating high completion rates as your only success metric. The real win is helping people understand what they're signing up for before you invest heavily in them. Have you seen this self-selection happen in your organization? What percentage would you expect to opt out?
57 Comments
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