Craft Beyond Code: Building Better Teams, One 1:1 at a Time

Craft Beyond Code helps Engineering Managers build thriving teams. Streamline 1:1s, track individual growth, and focus on what matters most – your people. 💪

June 4, 2025

For over 10 years, I’ve been immersed in the world of tech leadership, from launching startups to managing engineering teams at scale. I’ve seen firsthand the challenges faced by Engineering Managers – the constant juggle of delivering projects while genuinely investing in the growth and well-being of their people. That's why I'm incredibly excited to introduce Craft Beyond Code.

As someone who’s spent the last 3.5 years as an Engineering Manager at Issuu, leading two teams of 12 engineers, I know that the traditional approach – focusing solely on metrics and project delivery – often misses the mark. It’s about people. It’s about fostering a culture of growth, understanding individual aspirations, and making sure engineers feel valued and supported.

My journey has been shaped by building Attentive, a company that revolutionized customer engagement. This experience, combined with insights gleaned from leading teams at scale, led to the creation of Craft Beyond Code - a lightweight tool designed to empower Engineering Managers, just like you.

Craft Beyond Code is a human-centered solution. It's designed to help you:

Track Individual Progress: Capture goals, growth areas, and skill focus – all in one place.
Facilitate Meaningful 1:1s: Share agendas and take notes, ensuring conversations are productive and focused.
Align Projects with Individual Goals: Make intentional staffing decisions, ensuring engineers are working on projects that support their development.
Receive Gentle Nudges: Get timely insights – like “Engineer X hasn't discussed goals in 30 days” – to prompt proactive coaching.

How it Works (MVP)

The initial version of Craft Beyond Code is designed to be incredibly simple and focused. It’s built around a core set of features:

Engineer Profiles: A quick view of each team member’s key information.
Shared 1:1 Agendas: Collaborative agendas to make the most of your time.
Project Alignment: Link projects to individual goals to drive intentionality.
Lightweight Suggestions: Receive gentle prompts to help you stay on top of coaching.

What's Next?

I'm just getting started! I have ambitious plans for the future, including AI-powered summarization of report trends, career path templates, and more.

Why Craft Beyond Code Matters

I believe that a thriving engineering team is built on trust, communication, and a genuine commitment to individual growth. Craft Beyond Code isn’t about replacing your judgment – it’s about providing you with the tools and insights you need to be the best leader you can be.

I’m excited to see how this tool can help you build better teams and unlock the full potential of your engineers. Try Craft Beyond Code today and share your feedback – I'm always listening!