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About us


Purpose Driven Product is a result of the combined passion and experience of its two founders, Vidya Dinamani and Heather Samarin.  Our goal is to support product leaders, product managers and entrepreneurs in the journey to launching products that delight their customers and drive growth to their companies. 

We've been there!  With over 40 years of combined experience building product strategy, designing customer experiences, and launching new products we've been learned through failures and wins on what it takes to be an extraordinary product leader.  All entrepreneurs are product leaders at some point in their journey just as product leaders have to think like an entrepreneur at some point in their product lifecycle.   

We provide workshops around the world for product management teams of small and large companies as well as for founders within startup incubators and accelerators.   Our focus is on practical tools you can use today to start impacting the trajectory of your product.


Vidya Dinamani


Vidya Dinamani is co-founder for Purpose Driven Product where she exercises her passion for coaching product leaders and teams. She has over 18 years of experience specializing in business & technology strategy development and product design, development and management. Vidya has held multiple executive roles at leading companies, including executive positions leading Innovation and Product Management at Mitchell International, Director of Customer Experience for TurboTax, Intuit. She also served as Director of Business Operations and Chief IT Architect for the software provider. Prior to Intuit, Vidya was a consultant with Deloitte Consulting specializing in technology/strategy consulting. A holder of 7 US patents for software technology, Vidya earned a B.S. in Physics from Victoria University in Wellington, New Zealand, and a Masters from Carnegie Mellon University in Pittsburgh, Pennsylvania. She is also a certified Net Promoter Associate.


Heather Samarin

Heather Samarin, co-founder of Purpose Driven Product, has over 15 years experience in delighting customers through the design, development, and management of customer experiences  within both B2B and B2C marketing and product management.  She’s held both senior and C-Level roles at start-ups within the social gaming and healthcare markets where she led product strategy and new product development.  Before this, Heather spent over 11 years and held several senior leadership positions at Intuit Inc.  Most recently, as Vice President for TurboTax Product Management, she launched their “free” business model and alternative monetization strategy through 2 new online tax products.  As Director of QuickBooks Brand Management, she launched several new products targeted at the SMB market. She holds a BS in finance from California State University and an MBA in marketing from Santa Clara University