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Product Strategist Sociologist Advisor

Product strategy grounded in sociology.

Product strategy grounded in sociology.

Most hard calls in product are behavioral questions in disguise: why people don't do what was designed for them, why teams misalign even when the logic is clear, why good strategies fail in execution. I help you see what's actually happening.

Amazon Alexa Chicago Booth MBA No Desk Project Davos 2020 UCLA Sociology Product Strategy Career Coaching Behavioral Science Books & Beds Amazon Alexa Chicago Booth MBA No Desk Project Davos 2020 UCLA Sociology Product Strategy Career Coaching Behavioral Science Books & Beds
01 · About

I trained as a
sociologist.

I studied people long before I studied product. My work is in product strategy, but sociology is still the lens through which I read every system I work in. Most organizational and product problems are behavioral problems in disguise. I start with the human logic underneath the system: what people are optimizing for, what they fear, and what they need to feel before they act.

At Amazon, I spent years working on Alexa, from PM to Chief of Staff to the VP of Alexa Devices and Software. I worked across roadmap, monetization, and cross-org strategy at scale.

Before that, I founded No Desk Project, a platform for location-independent professionals that grew to 2,000+ members across 6 countries and was accepted into the GSVlabs Pioneer Accelerator. I also taught leadership to 120 first-year MBA students, hold an MBA from Chicago Booth and a BA in Sociology from UCLA, and am currently building Books & Beds, a boutique hotel in Bangalore. I build with rigor and empathy for the whole, specific person on the other end.

Full story
01 · About
Veda Vajpeyi
Amazon Alexa Sr. PM → Chief of Staff
No Desk Project Founder & CEO
FACT Software Head of Marketing
Chicago Booth MBA
UCLA BA, Sociology
02 · Selected Work

Case Studies

Selected work on products, systems, and launches where behavior, trust, and execution mattered as much as the strategy itself.

02 · Selected Work
50M Users reached
in 13 days
$2M+ Pipeline created from
regulatory insight
2K+ No Desk Project
members
120 MBA students
taught
03 · Active Project
Books & Beds — boutique hotel in Bangalore, India
In Development Bangalore, India

Books & Beds

A boutique hotel built around a simple conviction: a room full of books changes how a person feels about where they are.

It's also a live experiment in what product thinking looks like in physical space, where trust, atmosphere, and experience can't be patched in a sprint. Floor-to-ceiling arched bookshelves. Rolling library ladders. A place designed to slow you down.

Currently in development.

Learn more
04 · Essays

Writing

Essays on product, behavior, trust, and the gap between what systems are designed to do and how people actually move through them.

04 · Essays
05 · Services

Work
With Me

I take on a small number of advisory projects each year, usually when the stakes are high and the path forward isn't obvious. The most expensive mistake usually isn't moving slowly. It's moving quickly in the wrong direction.

For founders and product leaders when the obvious explanations aren't adding up. What's usually missing is the behavioral layer beneath the data.

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For product leaders at an inflection point — a role change, a promotion stall, or a transition that is not moving. We work on what your track record signals and what needs to shift.

Read more

I also work on MBA applications, college admissions, and select speaking engagements.

View all services
06 · Contact

Let's
talk.

The best conversations start with a clear problem and no obvious answer.

Email
vajpeyiveda@gmail.com

For project inquiries, thoughtful questions, or anything that needs a real reply.

Email me
Elsewhere