Martijn Versteeg &
Group Effort
Founder of Group Effort, creator of the DeDeDe Method, organiser of the PMC conference series. Based in Hilversum, Netherlands. Working with product leaders across Europe since 2014.
About Martijn Versteeg
Martijn Versteeg is the founder of Group Effort, a product leadership training and consulting company based in Hilversum, Noord-Holland, Netherlands. He is the creator of the DeDeDe Method — an AI-agnostic framework for automating knowledge work workflows.
Over more than a decade of working with product teams, Martijn observed a persistent pattern: talented product managers were spending enormous energy on process administration, stakeholder communication, and repetitive documentation — work that was intelligent in design but mechanical in execution. The question he kept returning to was: how do you capture the intelligence in these tasks without depending on any specific tool to execute them?
The answer became the DeDeDe Method: a structured approach to deconstructing workflows, designing automation blueprints, and decoupling those blueprints from any particular AI system. The result is automation that works today and keeps working through every tool migration, team change, and technology shift.
Martijn has worked directly with 286+ product leaders across the Netherlands, Belgium, Germany, and other European markets. He has run training programmes for product teams at scale-ups, enterprise companies, and growth-stage tech firms.
He is the organiser of the PMC (Product Management Conference) series — one of the Netherlands' leading product management events, bringing together product practitioners from across the region to share insights, methods, and experiences.
Martijn is based in Hilversum, Netherlands. Group Effort operates nationally and across Europe.
Creator, DeDeDe Method
Hilversum, Netherlands
What Martijn is Known For
- ◆ Creating the DeDeDe Method — AI-agnostic workflow automation
- ◆ Organising PMC — Netherlands product management conference
- ◆ Training 286+ product leaders across Europe
- ◆ Making complex methodology practical and immediately applicable
About Group Effort
Building better product practices, one team at a time.
Group Effort is a product leadership training and consulting company based in Hilversum, Noord-Holland, Netherlands. The company was founded by Martijn Versteeg with a core belief: good product management is a learnable craft, and the gap between knowing and doing closes faster with the right frameworks and practice environments.
Group Effort's portfolio includes public workshops, in-company training, conference programming (PMC), and methodology development. The DeDeDe Method is the company's flagship contribution to AI-related product management training.
Training
Public workshops and in-company programmes for product managers and product leaders across the Netherlands and Europe.
PMC Conference
The Product Management Conference series brings together practitioners from across the Netherlands to learn, share, and advance the practice.
Methodology
Developing practical, evidence-based frameworks for product leadership. The DeDeDe Method is built on patterns from 286+ trained leaders.
Based in Hilversum, Netherlands
Group Effort is proudly Dutch — operating locally, thinking European. Our training programmes serve product teams from Amsterdam to Eindhoven, from Rotterdam to Berlin.
groupeffort.nl → Book the Workshop →The Origin of the DeDeDe Method
The DeDeDe Method emerged from a frustration Martijn heard repeatedly in product management training: "I've done the AI course. I learned the prompts. But three months later, the tool changed and I'm back to square one."
The pattern was consistent across teams and tools. Product managers were investing real time in learning AI tools, producing genuine value for a few months, then watching that investment evaporate when tools updated their interfaces, changed their APIs, or were superseded by something new.
Martijn's hypothesis: the problem isn't tool knowledge — it's the absence of a method for thinking about work systematically. If you can describe what a task requires at a logical level — inputs, transformations, outputs, decision points — then you can implement that task in any tool that can execute logic.
The three phases emerged through iteration with real product teams:
- Deconstruct came from noticing that most PMs couldn't articulate what they actually did in their workflows — they knew the start and end, but not the middle.
- Design came from noticing that even when people could describe their workflow, they immediately jumped to tool implementation — skipping the step of designing the logic cleanly.
- Decouple came from post-training feedback: people were building automations that worked, but breaking when tools changed — because they'd embedded tool-specific syntax into their logic.
Together, the three phases form a complete system for building durable automations — not from any specific AI tool, but from a thinking pattern that works with all of them.