The Founders

Boasting 60+ years of combined experience in product delivery and company-building, our founders have honed their skills with the SaaS industry’s leading names. With an in-depth understanding of the issues at hand, gained through consulting and leading within enterprise companies, our team is primed to transform product delivery. Our unique insights into the needs of product teams position us perfectly to pioneer this shift in user-centered development.

Dwayne King
Founder & CEO
Allison McKeever
Co-Founder, COO & CPO
Kurt Ward
Co-Founder & CTO
The Why & How

Our Guiding Principles

At Rutabaga, we firmly believe that our principles are more than just words on a webpage, and more than virtual posters, on our virtual walls, in our virtual offices. They represent our core beliefs and guide us in everything we do - from designing product features to fostering our workplace culture. These principles reflect our commitment to creating superior experiences, fostering innovation, empowering all with knowledge, and embracing the journey of mastery. They shape our identity and guide our path as we navigate through the ever-evolving world of customer insights.

First Thing's First...Experience First

Experience Matters

We place premium value on creating superior experiences – for our customers, partners, and team members. Our conviction is that by delivering exceptional experiences without compromise, everything else - growth, success, and innovation - will naturally follow.

Débrouillard - Clear The Fog

Creative Resourcefulness

The essence of 'Débrouillard' is a beacon cutting through the fog, representing resourcefulness, creativity, and resolution in the face of uncertainty. At Rutabaga, we believe in transcending the boundaries of our roles, and not building kingdoms of people for headcount's sake. Our goal is to empower small, flexible, and talented teams who can deliver results efficiently and punch above their weight class.

Shu Ha Ri - Embrace the Journey of Mastery

Mastery Evolved

We uphold the Japanese concept of Shu Ha Ri as a framework for skill development and innovation. 'Shu', the initial stage, involves learning by following rules. 'Ha' allows for creative exploration and breaking away from norms. Finally, 'Ri' symbolizes transcending the conventional to create a new paradigm altogether.

Knowledge is Power - Empower Everyone

Empower Excellence

We believe in the potent influence of ideas, and that their true power is unleashed when they are rooted in evidence and available to all. By unleashing knowledge and insight, we facilitate the rise of innovative, evidence-based ideas, ultimately empowering everyone to contribute and make a lasting impact.


Frequently Asked Questions

We're still new, but we're already noticing some recurring questions about the company. Read on, and all will be revealed.

Simple. We're a team of innovators, customer-obsessed thinkers, and avid technologists who got a bit tired of the mantra 'move faster.' Sure, we wanted to move faster, but our tools were more like weights than wings. We yearned for a system that didn't just store our work but accelerated it. A platform that didn't just archive customer insights but used them to drive faster, more effective decision-making. Because if there's one thing cooler than a rhino named Rutabaga, it's a rhino named Rutabaga that's all about empowering businesses to make data-driven, customer-centric decisions at breakneck speed. That's why we're building Rutabaga.
Why is your logo a rhinoceros?
Apart from their undeniably cool factor, rhinoceroses symbolize a few things we strive for at Rutabaga. They are powerful and steadfast, embodying our commitment to robust, reliable solutions. Rhinos, also affectionately known as 'fat unicorns,' represent the uniqueness and value we bring to the market. Just as no one would dare challenge a rhino, we aim to develop products that stand unchallenged in their effectiveness and innovation. And, of course, we are a unicorn in the making - just with a bit more oomph!
I mean, sure who isn't? We also love a good, unique name that stands out. Our original name, Insightfully, although descriptive, it didn't quite meet the trademark-friendly criteria (according to our lawyers). To secure our brand, our legal advisor suggested a more whimsical choice. And we thought, 'What's more whimsical than a rhino named Rutabaga?' Thus, our brand was born. So, while we are root vegetable enthusiasts, we also root for unique and memorable branding!
Well, we could tell you it's due to daily yoga, a steady diet of kale, and a proprietary skincare routine... but the reality is less glamorous. Our secret? Good ol' fashioned denial. Every time we attempt to update our headshots, we're struck by a sudden realization: 'Wow, we're not 25 anymore.' So, we stick to the snapshots from our glory days. Trust us, though, we are indeed as experienced as we claim to be—our laughter lines and wisdom grays just happen to be off-camera.