Lead the shift to Empowered Product teams
Empower your teams. Transform your leadership. Drive real impact.
The next cohort will be delivered in Swedish.
The third cohort of Lead the Shift to Empowered Product Teams has now been completed.
Several leaders have asked when the next cohort will start. I’m currently planning the next round and will schedule it once there is a strong group of committed participants.
If you’re a leader in Product or Tech and would like to join, you’re welcome to leave an expression of interest. I’ll reach out personally as soon as dates are confirmed.
For organisations interested in running the course in-house, feel free to contact me directly at johanna@johannabelfrage.se
🌱 Imagine engineering and product teams that take full ownership, setting clear goals, making smart decisions, and moving your business forward without you needing to steer every detail.
🌱 In a world of rapid change, traditional management no longer works. To build innovation, agility, and sustainable results, we need Empowered Product Teams and it starts with leadership that creates clarity, trust, and accountability.
🌱 In this course, you’ll learn how to grow teams that own both technical and business outcomes. You’ll gain the tools and mindset to strengthen alignment, build psychological safety, and enable real transformation in practice.
What previous participants say:
📊Previous participants rate the course 4.9 out of 5!
If you want real-life examples of how to build empowered ways of working and understand the areas you need to address – this is the course for you.
Christina Pallesen, Head of Engineering
The course inspired me to drive change within my teams and gave me a new understanding of how teams can work more independently and effectively.
Lars Liljenberg, CTO
Go for it! Johanna is an engaging and pedagogical leader who creates a safe environment and gives you the tools to lead stronger teams.
Viktor Sandström, Head of Engineering
The course gives you a solid theoretical foundation and practical tools to build Empowered Product Teams in practice.
Linda Stridsberg, Engineering Manager
Is this course for you?
This course is designed for Engineering and Product Leaders who want to scale ownership, reduce micromanagement, and create lasting impact.
🎯 Engineering and Product Leaders – Are your teams waiting for direction instead of taking initiative? Learn how to grow ownership, empower decision-making, and align product and engineering around outcomes.
🎯 Leaders driving transformation – Moving from delivery focus to outcome focus? Get frameworks to build clarity, trust, and accountability even when change is constant.
🎯 Coaches and change leaders – Supporting product or tech organizations through transformation? Gain insights and tools to help leaders and teams shift mindsets and ways of working.
If you want to create teams that collaborate deeply, take ownership, and move faster together, this course is for you!
After the course, you will:
✅ Build stronger ownership in your teams - beyond delivery.
Shift from directing work to enabling true problem-solving and accountability.
✅ Strengthen collaboration between Product and Engineering.
Create shared focus on customer value, business goals, and technical excellence.
✅ Navigate leadership challenges with confidence.
Learn practical frameworks and examples from real transformations at Avanza & Insurello.
✅ Lead with clarity and trust.
Foster psychological safety, engagement, and alignment without losing momentum.
✅ Bring practical tools into your daily work.
Apply OKRs, Product Discovery, and facilitation methods to support empowered ways of working across teams.
The course consists of 5 digital modules:
Module 1
The Foundation of Empowered Product Teams
Understand what truly differentiates empowered teams, why they perform better, and see real examples from Avanza and Insurello.
You will: Get insights into how team missions and lightweight data create clarity and focus.
Module 2
Building the Teams: Structure, Skills and Ownership
Learn how to structure empowered, cross-functional teams, including competence needs, responsibilities, team dynamics and psychological safety.
You will: Know what conditions enable ownership and how to form strong product teams.
Module 3
Alignment & Product Discovery
Explore how OKRs, insights and discovery habits create direction without micromanagement with concrete examples from real transformations
You will: See how to use OKRs and discovery to increase learning, clarity and customer value.
Module 4
Leadership
Understand the leadership behaviours that make empowerment work. Learn Content-Based Leadership, how to lead through context and avoid common pitfalls.
You will: Recognise the mindset shift required to enable ownership and better decisions.
Module 5
From insight to action
Create a practical plan for your organisation based on everything you’ve learned. We look at real obstacles and how to start small and scale.
You will: Leave with a realistic, prioritised action plan tailored to your context.
Format of each digital module
Each module is 1.5 hours via Zoom and includes:
🟣 Theory & experience sharing – I share models and concrete examples from real transformations.
🟣 Q&A session – Get answers to your questions and discuss challenges.
🟣 Group discussions – Reflect and learn together with other leaders.
Dates and time:
Every Friday 10-11.30 during 5 weeks
📅 Module 1: TBD
📅 Module 2: TBD
📅 Module 3: TBD
📅 Module 4: 1TBD
📅 Module 5: TBD
About me - Johanna Belfrage
With over 20 years of experience building high-performing product teams, I help you avoid common pitfalls and achieve real results faster in the shift to Empowered Product Teams.
I played a key role in Avanza’s transformation to empowered product teams back in 2017–2018 and have since led a similar change journey at Insurello, resulting in stronger collaboration, ownership and measurable business impact.
Inspiring and supporting others on their transformation journeys is something I truly enjoy. Over the years, I’ve shared my experiences and lessons learned with several organizations and after running this course twice with great feedback, I’m excited to help even more leaders succeed!
Want to learn more about my background and journey?
Price:
12,950 SEK excl. VAT
Includes all five live sessions, materials, and access to recordings.
You’ll receive a confirmation and invoice via email after completing your registration.
🎁 Bonus for early sign-ups
Extra follow-up session two months after the course a chance to reflect, ask questions, and strengthen your learning with peers.
Sign up today!
Secure your spot and learn how to build product teams that take ownership, create value, and drive your product forward!
Seats are limited to ensure high quality and engagement.
Questions and Answers
A product team that is empowered and responsible for making its own decisions on how best to achieve the company's goals. They have a clear understanding of user needs and business objectives and are given the freedom to experiment, collaborate, and solve problems in creative ways to deliver valuable products.
All you need is a computer with Zoom and an open mind for learning and reflection.
All course materials will be shared via Google Drive, and you’ll also get access to a dedicated Slack channel for discussions and peer support between sessions.
You will receive a Zoom link via email well in advance of each module. The link will be sent to the email address you provided during registration. Be sure to check your spam folder if you can't find the email.
After each online module, a link to the recording will be emailed to participants and will be available throughout the course duration plus one month after.
If you're unable to attend the entire course, you can transfer your spot to someone else. If you miss a module, you can watch the recording afterward.
The course costs 12,950 SEK plus VAT.
You can split the payment into two invoices if you prefer, just send me an email to johanna@johannabelfrage.se
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