Hello, I'm Anna
Driving Business Impact Through Product Thinking.
My Approach
My approach is rooted in customer-centric, problem-led, and research-informed product development. I bring a broad toolbox that supports both product leadership and hands-on execution — from strategy and innovation to agile practices, business architecture, and process design. Over the years, I’ve worked across telecom, insurance, and the public sector, in both startups and large enterprises. This gives me a practical understanding of what actually works — and how to help teams grow stronger, faster.
My Team
When a project calls for it, I collaborate with a trusted network of senior experts in Product Management, design, engineering management, and customer or market research - so we can bring the right skills in at the right time, without slowing momentum.
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Satisfied Clients
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as a Visiting Chief of Product
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of Trainings and Workshops
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Products Launched
Why Produktize Exists
Produktize was born from a decade of deep learning, exploration, and practice in Product Management. Over the years, I saw firsthand how strong product thinking could spark magical, disruptive innovation. But I also came to a frustrating realisation: this kind of thinking — customer-centric, problem-driven, data-informed, and deeply tied to business outcomes — was rare. It lived mostly in Product-Led companies, and often only by chance.
For a long time, I believed the way I was taught to build products was the norm everywhere. But I was wrong. In Estonia, I didn’t see the same culture that voices like Marty Cagan, John Cutler, Petra Wille, Melissa Perri, Teresa Torres, Lenny Rachitsky, or Stephanie Leue spoke and wrote about. Still, it turned out I wasn’t lost — I was early. I was on the right track.
After working across a wide range of industries and problem spaces, I’ve seen how fulfilling product work can be when it's done right — and how painful it can be when it's not. That’s why Produktize exists: to bring the best of modern product thinking to others. To help product managers and product leaders find clarity, confidence, and impact in their work.
The name Produktize comes from the startup world. It refers to turning services, ideas, or methods into marketable products. And that’s what we do — we help people turn product thinking into action, and action into value.
Our mission is simple
To empower leaders — in product and beyond — to discover and embrace product-led approaches that unlock innovation, so they can solve real problems and create meaningful, lasting change.
What I stand for
1. Customer and Problem-Centric Thinking
I believe every team — from product and design to marketing, sales, and leadership — should start with a deep understanding of real customer problems. When everyone is aligned around solving the right problems, companies build better solutions, waste less time, and create more value.
2. Product-Led as a Company Strategy
Product-led means using the product to drive growth by aligning strategy and decisions around customer value. While it looks different for every company and not every company has to be product-led, most benefit from adopting modern product practices to improve focus and impact.
3. Clarity and Simplicity Over Complexity
Strong teams thrive when goals are clear, decisions are data-informed, and everyone understands why it matters. Simplification isn’t just a tactic — it’s a mindset that helps teams cut through noise, focus on what matters, and move forward with confidence.
4. Extreme Ownership at Every Level
Great products don’t happen by accident — they’re built by people who take responsibility for outcomes, not just tasks. When individuals own problems end-to-end, they create momentum, trust, and real progress.
Frequently Asked Questions
Maybe this answers some of the questions you may have. Though don't hesitate to write to anna-liisa@produktize.eu directly and ask about anything you're left wondering about.
