Advising
I love helping entrepreneurs. Their energy and vision inspire me, and I find deep meaning in helping individuals and teams grow. I also love helping accelerate the future.
With over 25 years of experience—spanning product, engineering, growth, and operations—I advise startup founders and executives through direct relationships and venture capital partnerships. I’ve also written Impact: How to Inspire, Align, and Amplify Innovative Teams (coming 2025), a playbook for building high-performing, innovative teams.
Endorsements
Working alongside Keith Lucas for the past decade — at Roblox and across multiple startups — has been a masterclass in principled leadership. Keith brings a rare combination of strategic clarity and operational grit. He’s earnest to a fault, unafraid to speak hard truths even when they’re unpopular, and always the first to roll up his sleeves. Whether shaping product vision or tackling the messy details others often avoid, Keith leads with integrity and impact. Any company is better with him in the room.
— Chris Carvalho, Board Member Roblox, former COO Kabam
Keith is a world-class executive. If you're lucky, you can hire someone like this to work directly in your company (I got lucky and hired Keith). Learning to be an executive is something that people train on for years, but as a young entrepreneur, my business couldn't wait years. Keith's coaching accelerated my own development, changing the way I think about leadership, team culture, strategy, and execution. In the early years, I asked him what to do. Later on, I knew what he would do. Over time, Keith’s frameworks and principles have merged with my own authentic leadership style and now I use Keith’s frameworks and principles to coach other executives and teammates through the challenges of having impact
— Anna Shedletsky, Founder & CEO, Instrumental
As an early-stage startup, we knew how critical it was to have the right guidance and partners to help us realize our vision. Keith's guidance, proactive support, and willingness to roll up his sleeves and engage with me and members of our executive team helped us improve our product UX, streamline our development, and secure more than $200k in revenue. His advice made me a a better leader.
— Harold Hughes, former Founder & CEO, Bandwagon Fan Club
I have been fortunate to see dozens of advisors in action across our portfolio companies over the years. Keith is the rare Swiss army knife who can help not just across key functional disciplines like product, tech and go to market, but also people, culture and adaptive leadership thinking. And his views are always delivered from a place of service and humility.
— Scott Rupp, Founding General Partner, BITKRAFT Ventures
Keith - the call with you put us on so much of a better track. You gave us permission to make changes and approach things in a different way - and we needed that. It was an incredibly energizing conversation and your insights got us thinking and plotting. You brought us a new perspective and I think it's going to be a tremendous help.
— Pilar Hogan Closkey, Executive Director, St. Joseph's Carpenter Society
How I Help Founders & Teams
Team Building
Great teams don’t just happen—they’re built. My approach is rooted in the aligned autonomy of mission athletes. Aligned autonomy is about focusing and maximizing brainpower and horsepower. Mission athletes are the people you want to hire, develop, and retain—people who thrive on continuous improvement. I advise on:
Vision, mission, and values
Institutionalizing mastery
Unlocking aligned autonomy
Hiring, developing, and retaining mission athletes
Product Strategy & Development
From defining a product to scaling it to millions, I help teams create engaging, impactful experiences. Having led product and engineering at Roblox during a period of transformative growth, including achieving a 400% year-over-year growth surge, I focus on:
Core user experience & incentive mechanics
Growth strategies that drive engagement & retention
Product & engineering org design
Iterative development & continuous delivery
Operations & Scaling
I help companies establish the technical and operational foundations required for sustainable growth. My experience spans:
High-traffic system architecture & monitoring
Customer service & community moderation
Business models, finance, and fundraising strategies
Lean operations and scalable processes
My Approach: Get In, Help Out, Get Out of the Way
I don’t offer cookie-cutter solutions. Every engagement is hands-on and tailored to the team’s unique challenges.
My mantra is simple: Get in, help out, and get out of the way
I aim to cut through the noise, provide high-impact strategies, and empower teams to move faster and reach farther—on their own.
Ways to Work Together
I offer three engagement models, each customized to fit the needs of startups at different stages.
Advisor
(3 months - 2 years)
Regular check-ins and ad hoc meetings. Spans the entire range of topics facing startups. Responsive to the moment.
Limited Engagement
(Project-Based)
Focused coaching for specific goals, such as refining vision and defining product strategy.
Team Mini Offsite
(Project-Based)
Executive-led offsite with targeted sessions. Topics include leadership, innovation, and team dynamics.
Pro Bono
I also offer pro bono work for non-profits—the ideas and experience translate well.