The Lie Behind the Logo: What I Discovered at Products That Count

Joseph Haecker
Jun 22
3 min read

By Joseph Haecker, Editor. Creator. Firestarter.

You may have noticed something missing from my LinkedIn feed...

The reshares have stopped. The name “Products That Count” no longer rolls across my posts. The glowing mentions of Hoda Mehr and SC Moatti have vanished. A digital silence where once there was praise.

But let’s rewind.

If you know me, really know me, you know my story doesn't follow a straight line. I was once a custom lighting designer, crafting statement fixtures for hotels, casinos, and the type of projects that light up cities—not just rooms. Then in 2010, an “aha” moment struck like lightning. By 2014, I was deep in the trenches of tech and startups. Design taught me to see form; tech taught me to chase function. Together, they made me who I am—a brand strategist who builds community, platforms, and movements.

And if you've been in my orbit a little longer, you probably also know this: I once flirted with a major network TV deal to tell the stories of the people behind the products. Because I believe something most folks overlook—there’s always a story behind the shine. Behind every brand is a brilliant, exhausted, often-overlooked human who brought it to life. I’ve spent my career giving them a voice.

So when I joined Products That Count, it felt like coming home.

A nonprofit celebrating Chief Product Officers? A platform for recognition, awards, podcasts, and industry-defining content? Count me in. I believed in the mission. I championed the brand. I put my name—and reputation—behind it. For months, I was on the frontlines: planning events, hosting panels, curating conversations with the who’s-who of product leadership.

But then… things started to shift.

And not in the way a company pivots or a product evolves. Not in the way startups struggle through growing pains or learn through trial and error. No—this was different. It was subtler. Deeper. A current under the surface that didn’t quite match the branding. The red flags weren’t waving; they were whispering.

It’s a strange feeling when the mission you thought you were serving starts to feel… off.

What happens when the story you're helping to tell isn’t the whole truth?

What happens when the voice of a community is being filtered through something murkier than vision or values?

I didn’t want to believe it at first. But the deeper I dug, the clearer it became: there are details—important, uncomfortable details—about Products That Count and its leadership that need to be told.

I won't share them here. Not yet.

But this Friday, June 27th, I will.

And trust me, it’s going to be a revelation.

I’ve always been about transparency. About telling the real story behind the story. And this one matters—especially if you're a member of the Products That Count community, or a partner, sponsor, or participant.

Because when a platform claims to elevate voices but operates in ways that silence others… it’s not just irony—it’s betrayal.

I’m not here to stir up drama. I've been caught up in drama cast by others in the past, and never named names, or shared details. I've always felt that those people know what they did wrong, so there's no need for me to out anyone. But this. This, is different.

I’m here to ask questions. The same ones I’ve asked as a podcast host, as a founder, and as a Fractional CMO who helps brands find their soul: