Growbag Fractional product leadership & coaching

About Growbag

Growbag is Anna Divers - fractional product leader, coach and mentor. A career spanning all things digital, the last decade of it spent leading product teams across a range of sectors.

The approach is simple: understand the problem to be solved, then recommend how we might pragmatically solve it together. Most problems have been seen before, and largely fit into three buckets - the team, the product, or an individual, whether that's an individual contributor or a leader.

Fractional does not mean advisory from the sidelines. Engagements are embedded and hands-on: taking ownership of roadmaps, sitting in the team's rituals, mentoring the people already there. The aim is to leave behind capability, not dependency.

How I work

Straight to the root cause

Time spent unpicking what is actually wrong before proposing a fix. Then playing it back plainly, with direct feedback and tangible actions rather than a diagnosis you have to interpret.

Never one size fits all

The method follows the situation and the people in it. Which tools, which frameworks, which conversations - chosen for your context, not lifted from a playbook.

Trust first

Nothing changes in a team that doesn't trust the person asking it to change. The style is relaxed, transparent and question-led, and it works from the founder down to the newest engineer.

Strategic and hands-on

Setting the longer-term strategy and running the delivery that proves it. Commercially minded, comfortable owning the roadmap, and happy to do the unglamorous work of getting things shipped.

Behaviours, not just skills

Training people is the easy half. The lasting change is in how the team works - how decisions get made, how silos come down, how assumptions get challenged.

Spotting and growing talent

Mentoring the product people you already have, identifying who is ready for more, and hiring the ones you're missing - from writing the role through to weekly 1-2-1s once they've landed.

Getting started

Each challenge will differ in nature, but here's how we normally get started.

01

Intro call

To get an idea of the problem to solve. A chance for us both to determine if there is a good 'fit' between us.

02

Scoping session

To establish the high-level scope and desired outcomes, forming the engagement parameters. NDAs if applicable are signed.

03

Playback & Proposal

Playback of scoping session & proposal submitted for agreement. Engagement kick-off date agreed.

04

Engagement & check-ins

Engagements will vary in nature dependent on the problem, the organisation and its culture. Each will start with Discovery. Virtual and in-person attendance, as required. Regular review points throughout.

Writing

Practical articles on fractional leadership, transformation and shipping value, published on Medium.

2026 Fractional Product Leadership: embedded, hands-on and increasingly AI-enabled 2024 · PART 1 A journey in transforming a Social Care scale-up 2025 · PART 2 Navigating transformation 2023 Life as a fractional product leader 2022 Removing barriers to shipping value
All writing on Medium

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