About
An executive who has done the work.
Craig Hankins is a product executive and the creator of Product Behavior Architecture. He has led product from pre-seed startups to UnitedHealthcare, advised digital health companies from WeightWatchers to Verily, and is now building an agentic health startup with PBA.
MBA. Founder, Besserhealth LLC.
The Arc
The same kind of shift, twice.
In the 1990s I helped businesses rethink their operations, and some of them their whole business model, around the Internet. AI is the same kind of shift. The companies that win won’t add it to how they work today. They’ll redesign the business around it.
1
The Internet years
Consulting with companies rethinking their operations and business models around the web. The lesson: understand the business, the customer, the operations and the data before the technology.
2
Product leadership
Leading product from pre-seed startups to UnitedHealthcare, then advising digital health companies on product, go-to-market and operations.
3
Building AI-native
Building an agentic health startup with PBA: one leader carrying the business model, the product behavior and the handoff to coding agents.
My view: AI-native companies will replace old business models rather than improve them. That is what I’m building, and what I help clients do.
Advisory Clients
Health companies I’ve advised.
WeightWatchers · Verily · Visana Health · Revive Healthcare · Integral Health · Lief.AI · Pendulum Therapeutics · Pelvital · Mayo Ventures · Cylinder Health · Learn to Live
Why PBA Exists
Execution isn’t the bottleneck. Decision speed is.
Across startups, a Fortune 20 company and advisory work, the same thing slowed products down: decisions made late, or never. AI made the build fast and exposed it. PBA is how I make those decisions first, and it’s what I bring to every engagement.
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