Mentoring and coaching
Someone who’s been in the work, not just studied it.
Mentoring for product managers, founders and domain teams who are about to build - or already building - digital tools, with AI tools or with a development team. Practical, honest and grounded in real product experience across industries.
Book a mentoring session →
Tell me what you’re working on →
WHAT YOU GET
What you take away
Clearer thinking on your real challenges
Untangling the situation you’re actually in, not a textbook case.
Stronger at saying no, smarter at saying yes
Better prioritisation and calmer stakeholder conversations.
Ready for the next step
Confidence to grow into a more senior role or a new field.
In a nutshell
I’ve built digital products for almost 15 years - for the European Central Bank, e-Residency and the public sector, and in telco, insurance, biotech and deeptech. I’ve done the work in large organisations and in startups, in highly regulated industries where the cost of getting it wrong is high, and in fast-moving environments where the cost of being slow is just as bad.
That range is what I bring to mentoring. I don’t only teach frameworks - I help you understand how to solve the problems you’re facing, so you can choose your own tools.
How it looks every day
What we will work on
The starting point is usually the PM Skills Assessment and a Belbin session - together they give a clear picture of where you are and how you tend to approach problems. From there, we set a direction together. Common themes in mentoring engagements:
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Moving from task execution
to strategic thinking
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Getting better at saying no
prioritisation, managing stakeholders
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Discovery practice
talking to customers, validating problems, building the muscle
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Using AI tools
in day-to-day product work
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Growing into a more senior role
or transitioning into product from another field
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Navigating a specific challenge
a difficult stakeholder situation, a failing product, a team that isn’t working
HOW IT WORKS
Formats
1
Mentoring CPOs and product leaders
A sounding board for heads of product, CPOs and founders - strategy, team structure and leading through change.
2
Product manager mentoring
One-to-one mentoring for product managers on the challenges they face right now, and on growing into the next role.
3
Accelerator mentoring
I mentor founders through structured startup accelerator programmes at Tartu Teaduspark (DeepTech) and Tehnopol, with written action plans after each session.
4
Mentoring domain teams
For teams outside product who are building digital tools: developing product thinking, standardising how they work and setting impact goals.
"She has a talent for cutting through the noise and helping me focus on what truly matters. Her guidance has played a big role in shifting my focus from day-to-day firefighting to the bigger picture, enabling me to make more strategic decisions."
Martin Lond
CPO @ Scorestars
"Anna-Liisa has a tool for everything! She knows how to assess, evaluate, measure or collect data and is ready to share her knowledge. She taught me that it is important to develop your personal skills, but equally important to create or ask for a safe environment that allows you to grow."
Iris Tomingas
Head of ICT @ INZMO
BEYOND ONE-TO-ONE
Groups and teams I mentor
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3 SESSIONS · 3 HOURS EACH
Women in AI Tallinn
Women learn to build digital tools with Lovable and to automate their work with Claude agents and Claude Design.
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ONGOING
A team of domain experts automating their work
Mentoring a team of domain experts - not product managers or IT people - as they map their processes and build their own automations, so the people who know the work shape the tools.
Mentoring for CPOs and product leaders, product managers, accelerator founders and domain teams.
Book a mentoring session →
Book a call
Book a free intro call and let’s talk about where you are and what you’d like to work on.