João Landeiro

new product development for consulting companies

12P12P is both a project and a brand. All while disguised as a newsletter.

When I left my previous job as a Fintech Product Manager, I knew I wanted to work on a lot of different projects. Experiment with no-code, AI, perhaps creating a course or writing a book.

What I also knew was that separate initiatives would make distribution really, really hard. I would need an overall hub for all the distinct projects I’d work on. That became “12 Products in 12 Months.”

You can follow its progress at


A product to help generalists find careers that value their skills

Still in progress


A game that reflects the daily life of Product Managers

PM Cardgame


A product that helps fintech PMs understand and adhere to regulations from the Central Bank of Brazil

Still in progress