Meet the Founder

Annu Augustine

Annu Augustine is a product management coach and consultant, she founded NedRock in 2016. She has over 20 years of product experience. She started her career as a software engineer and then transitioned into product management.

Annu is passionate about product management and truly understands how difficult it is to be a strong product manager and product leader. She has many years of experience being a product person and loves the magic that happens when product managers, designers and developers collaborate to create innovative technology products.

In 2018, she was elected as one of the fifty most inspiring South African women in the field of science, technology, engineering and mathematics. In 2022, she was selected as one of the 50 product coaches from all over the world to attend Marty Cagan’s workshop, specifically designed for product coaches.

She coaches and advises product teams and leaders, helping them adopt product discovery activities and help transition feature teams to empowered teams that focus on actual outcomes and not features.

She contributes regularly to the product community and founded Cape Town Product Meetup. She is also a mentor and product advisor at a number of organisations.

Our Approach to Product Management

Outcome over output

We measure success in terms of how products positively impact customers and create value for organisations.

Experimental mindset

We encourage a culture of experimentation and focus on product discovery activities before jumping into solutions.

Empowered teams

We believe in assigning teams problems to solve rather than features to build.


Delivering great customer experiences requires cross-functional collaboration .