Gaining clarity on product vision and mission

3 weeks to articulate a clear and actionable product vision.
The Panash team was under a lot of pressure as our expectations were extremely high, but we were not disappointed! We should have done this work a year and a half ago. Thank you for the quality of work. It was super insightful and moving to hear our users' voices. Going forward, we want to continue the discovery work.
Caroline Ramade, CEO @ 50inTech

50inTech has a clear and ambitious goal: reach parity in the tech ecosystem. More broadly, they want to make tech a more diverse place. 

The team strongly believes in this bold mission. There is a lot of intuition about all the things that they could bring to both female leaders and companies in the tech ecosystem.

However, from the past years until today these signals did not translate into a clear or actionable vision for the product nor did it cascade into prioritised areas of focus for the teams.

“ We need more focus for the team to clearly understand what we want to achieve collectively.”

This lack of focus translated into 7 products in a 7 person company. They were hard to maintain and had low user engagement. In other words, workload was high but impact was low. 

The biggest threat to their business was the lack of focus on key areas that really address the circumstances and struggles of users while generating value for their business.

Our approach

Our first action was to introduce ourselves to the team and make sure they got a better sense of why we were there before Google Meet invitations started to land in their inboxes. Each stage is indeed an opportunity to align the team on what matters the most and to take part in the exercise. 

We wanted to focus on what actually helps users and prospects make progress.

To build focus on outcomes, having a clear vision statement and cascading objectives can be very powerful, to keep the team motivated, on track, and working on what matters for the business. Our aim was to co-create a North Star product mission and a mid-term strategic roadmap to get there eventually.

Phase 1: Organizing and clarifying existing insights.

We aim at building a comprehensive view of the starting point i.e. what we know, and what we don’t. 

Individual interviews with team members and a research planning workshop are key steps in building up our knowledge board.

Phase 2: Understanding the circumstances and struggles of users.

Working with our partner recruiting agency, we sourced participants who were in the target group we identified, i.e. women transitioning to or in leadership positions in the Tech scene as well as recruiters in tech companies. 

We meet with potential and active users, prospects and clients through individual interviews to gain a deeper understanding of their struggles within the tech ecosystem: journeys, emotions, motivations, blockers and alternatives.

While gathering user insights we also prioritise the problems we want to tackle first and identify opportunities through an ideation workshop on opportunities.

Phase 3: Forming a vision and strategy for impact.

We were very lucky with 50inTech as a client. They really afforded us the trust and space to do our best work. 

For example, it is way more impactful for your team to buy into a vision they have co-created than trying to adopt a top-down approach.

In this case, through interviews and a vision definition workshop aiming at really understanding the primary drivers of team members, we succeeded in bringing everyone together around a common vision. One that would get them out of bed in the morning, coupled with a mission that is actionable and can serve as a reference for product decisions.

We formed an inspiring product vision and identified steps the team might follow to get there based on the evidence collected through interviews and the vision definition workshop. 

Once we identify the most impactful problem we want to solve first and the most promising product opportunities, we share our Panash discovery playback. This is a very special time where we can hear what users have to say and create alignment.


We were very happy to hear the positive feedback and words from the team at 50inTech and to see the impact we had on their work, even more so while taking part in their inspiring mission of building a more inclusive and diverse tech environment.

We were humbled by the team’s dedication, willingness to improve and eagerness to succeed for their users. 

We’re super excited to see what they achieve next.

To lean more about how 50inTech creates the match between talented women and the most inclusive companies, have a look at what they do here 👉🏽