Who is Ana?

Ana is Head of Product at Datia, a Swedish B2B SaaS in Climate Tech, Ana joined in its early days as Lead Designer and has helped grow the company from a single client to over 30 across Europe. With nearly 8 years in Product Design, she contributed to the early growth of Mural—now a unicorn—and worked on digital public services in government areas. She is focused on collaborative, user-centered solutions that drive both business success and positive impact.

We sat down with Ana to find out a bit more about her approach to working with founders, start-ups and how she goes about providing senior leadership.

‍Projects and Founders:

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How do you evaluate and select projects? What criteria are most important to you?‍

I prioritize the balance between business motivations and the human impact of the product. Financial incentives are essential, but I’m also focused on the purpose of enhancing human experiences. I also give weight to my gut assessment of the team and work environment, as alignment with people and culture can greatly influence both my engagement and the project’s success. Ultimately, a meaningful purpose aligned with strong potential business impact is essential for me.

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In your experience, how does working with startups differ from established companies?‍

Startups require a willingness to wear many hats and make trade-offs to move the business forward. For example, while high-quality user research is ideal, time constraints often mean launching with a lighter understanding to support growth goals. Startups also enable closer collaboration across teams, giving a clearer picture of company challenges and opportunities. In contrast, established companies often have more complex processes and layered priorities, which can sometimes hide the direct impact of one’s work. In my experience, startups generally demand more agility and cross-functional skills.

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What are the most crucial qualities you look for in a founder when deciding to work with a startup?‍

Ideally, one who has a genuine interest for solving the problem at hand and the vision to identify the business opportunities that will make the solution sustainable. This combination of a strong problem-oriented mindset paired with business acumen—is essential for creating impactful and scalable solutions. I also value resilience and openness to input, as these qualities help a founder navigate the inevitable challenges of building a startup.

As a product leader, what’s the most valuable contribution you can make to a founder’s vision and strategy?‍

To ensure our decisions impact on the company goals and that those are consistently informed by a deep understanding of audience needs and product performance. From my experience, this includes providing insights to enhance retention, as well as helping align product solutions with customer acquisition strategies. Depending on the company’s stage, I can also help validate new opportunities, align product roadmaps with broader goals, and ensure the team is clear on priorities that drive growth.

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What advice would you give to a non-technical founder looking to hire their first product leader? ‍

My advice would be to find a product leader whose work vision aligns with theirs, as alignment on core principles is foundational. Beyond that, to look for someone with a demonstrated ability to bridge teams and achieve cross-functional goals, as this will be critical in translating their vision into a coherent strategy. Ask how they’ve previously supported other teams in meeting goals and their understanding of the product's role in the bigger picture.

Product Team and Culture:

What do you consider the most critical cultural aspect of a successful product team? ‍

Collaboration and accountability. Successful teams thrive when members are eager to share insights, learn from each other, and work together towards common goals. At the same time, team members should take ownership of their responsibilities end-to-end, ensuring that they not only contribute to the group but also drive their work forward independently. This balance builds trust and drives high-quality outcomes.

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If you could place a permanent message on every product manager’s sprint board - something they’d see first thing every day - what would it say and why? This could be a motivational quote, a strategic principle, or a key reminder. What makes this message so crucial in your view?

‍‍Solve real problems, focus on impact, and measure success.

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In your opinion, what are some of the worst or most overrated recommendations in the product development space? ‍

“Follow the data”
Data is critical, but over-reliance can limit innovation. Many breakthrough insights come from qualitative sources, which often reveal underlying user motivations and unmet needs that data alone may not capture.

“Always listen to the customers”
Customer feedback is invaluable, but focusing only on what users say can lead to incremental solutions. Observing behaviors and uncovering underlying needs often leads to more strategic and transformative directions. 

Product Development Approaches:

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Can you compare and contrast your experiences working with agencies, studios, and in-house teams? What are the pros and cons of each?In-house teams allow for deep focus and continuous product improvement, fostering long-term impact and cohesion. My fear with agencies and studios, with multiple clients is that those can dilute focus, making it harder to invest deeply in a single product vision.

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"Data is critical, but over-reliance can limit innovation. Many breakthrough insights come from qualitative sources, which often reveal underlying user motivations and unmet needs that data alone may not capture. "

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Personal Insights and Career Development: ‍

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How did you first get into product management, and what drew you to this field?‍

My background in Product Design sparked my interest in shaping product direction. Seeing the impact of user adoption and the endless potential for tech innovation drew me into product management.

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What’s the most valuable lesson you’ve learned in your journey to becoming a Chief Product Officer?‍

As Head of Product, to stay aligned with the CEO; ensuring your roadmap advances company goals is crucial.

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What’s a relatively inexpensive item or tool (under $100) that has significantly improved your work setup or productivity?‍

Jira Product Discovery has been great for connecting teams and insights, especially as we already use Atlassian tools. I’ve also seen productivity gains with Asana (though I'm unsure of the cost).‍

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What aspects of product development or the startup world keep you up at night? What are your biggest concerns or excitements?‍

Biggest Fear: Misalignment on ICP across teams.
Biggest Excitement: Growing clients through scalable referrals.

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‍Can you describe the types of products or industries you’re most passionate about working with? Are there any you actively avoid

‍Passionate about: Product-Led Growth & Impact-driven tools, currently excited about the opportunities in Climate Tech.

Avoid: Software Factories and Sales-Led Growth models.

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What recent trends or developments in the product space still amaze or excite you?‍

I'm excited about AI’s potential to streamline manual processes and enhance UX for complex user needs.

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How do you stay updated with the latest product management trends and methodologies? ‍

I follow key Product Leaders like Dr. Else van der Berg and Elena Verna to name a few. I also listen to Lenny Rachitsky’s podcast and newsletter. I try to avoid FOMO on every new trend, focusing on what truly matters to my job and career aspirations.