When everything is priority, nothing gets done.

Real change, not just presentations.

Åsa Fogelin, Head of Development and Test

Micke helped us prioritise going forward.

Emelie Carlsson, Chief Product Officer

He brought better structure and clearer priorities.

Emelie Carlsson, Chief Product Officer

Deep knowledge of technology combined with understanding user needs.

Valentino Rongione, Head of Customer Development

I hope to be working with Mikael sometime again.

Valentino Rongione, Head of Customer Development

I give Mikael the highest recommendations.

Jonas Reimers, Lead Developer, Bombardier

Fun to work with and very professional.

Magnus Lindberg, Independent Consultant

Quickly navigates new environments, both people and technology.

Åsa Fogelin, Head of Development and Test

Clearly structured priorities in a complex, centralised setup.

Terje Mose Pedersen, Nordic Head of E-commerce, TUI

Momentum and alignment despite constant change.

Terje Mose Pedersen, Nordic Head of E-commerce, TUI

Book a free 30-min chat

About

Mikael Feltenmark

Most teams don't have a speed problem. They have a focus problem.

I've spent 30 years watching talented teams work incredibly hard while their products move sideways.

Not because they lack capability, but because ten initiatives compete for the same attention when they should have three.

I step in when

Talented teams are working hard, but priorities still compete in every direction

Leadership knows something is broken but can't quite put their finger on what

Roadmaps are packed, investment is real, and the results still don't match the effort

That's the problem I solve: fewer, better decisions through measurable prioritization, honest math, and clear trade-offs.

Tech & Change by Feltenmark

Helping companies focus on what actually drives revenue through clearer prioritization, decision models, and business outcomes - not just shipped features.

Where we help: We work with companies that have digital development - SaaS, fintech, construction tech, enterprise platforms - where leadership knows something is broken but can't quite put their finger on what.

Typical stage: Typically 20-200 employees, already spending significant money on development but not seeing the results they expected.

Experience: 30+ years of experience across travel tech (TUI Group), fintech platforms, construction intelligence, and multi-system integrations.

Nordic markets aligned

10→3

Scattered to focused

30+

Years experience

What I actually help with

Measurable prioritization
Roadmap and focus reset
Product / platform trade-offs
Product organization clarity

Three Ways to Get Your Product Focus Back

Three distinct ways to restore product focus, depending on whether you need a defined sprint, hands-on leadership, or strategic senior support.

Defined sprint

Product Focus Sprint

Best when everything feels important and no one agrees what should come first.

A focused 2-3 week engagement where I help your team decide what to build first, and why.

→ Quantify business value per initiative

→ Create a ranked priority list people can actually align around

→ Establish the decision model for what belongs on the roadmap

Outcome: Clearer priorities, better decisions, and a stronger basis for what gets built next.

Process: Built around the four-step logic shown below.

See the 4-step flow

Interim leadership

Interim VP Product / Head of Product

Best when you need hands-on product leadership during change, growth, or recruitment.

Hands-on product leadership during transformation, growth, or recruitment.

→ Reset roadmap and rebuild ways of working

→ Establish stronger governance and decision-making

→ Lead teams and stakeholders through change with clearer direction

Outcome: A more stable product function with clearer leadership and measurable forward movement.

Talk about Interim Product Leadership

Part-time leadership

Part-time Product Leadership

Best when you need senior product direction without a full-time hire. Some call it Fractional CPO.

Strategic product leadership without the need for a full-time hire.

→ Sharpen product direction and executive alignment

→ Improve prioritization and decision quality over time

→ Support leaders and teams with senior product judgment

Outcome: Stronger product direction, steadier leadership support, and better confidence in key decisions.

Discuss part-time product leadership

How every engagement works

How It Works

From chaos to clarity in four steps

Diagnose

First, we understand the situation: what is blocked, what matters most, and what has already been tried.

Propose

Next, I build the prioritization model: linking business goals, constraints, trade-offs, and the real factors that should decide what moves first.

Execute

Then we use that model to make decisions, cut through noise, and focus effort on the work that creates the most value.

Deliver

Finally, you get a clearer direction to lead from: better priorities, a practical roadmap, and stronger confidence in what belongs on it.

Book a call

Trusted by Decision-Makers

Feedback from executives and stakeholders I've partnered with

“

Mikael creates real change, not just presentations.

Mikael and I have worked together twice, and in both cases, Mikael has contributed a lot with his product and technical knowledge.

He quickly navigates new environments, both in terms of people and organisation, technology and architecture.

Mikael is good at achieving real change. A process improvement does not just stop at a PowerPoint presentation, it is transformed into concrete results that make workflows smoother and focus on actual delivery.

His curiosity and commitment mean that he always strives for results while contributing with a positive attitude.

Åsa Fogelin Head of Development and Test Collaborated twice - Wasa Kredit & AARO

“

He brought better structure, clearer priorities, and a more unified way of working.

Our product management needed to find new ways of working to create better structure, clearer priorities, and a more unified way of evaluating our work.

Micke took the initiative to clarify principles for our ways of working, creating understanding of what’s important in our daily work and helping us prioritize going forward.

As part of this, he also developed a model and practical tool for more systematically evaluating and prioritizing maintenance work and bugs.

This contributed to greater alignment within the team around what matters, better prioritization, and also freed up time for more forward-looking work.

Emelie Carlsson Chief Product Officer AARO Client & CPO - AARO

“

Bridging regional needs with central teams in a complex, evolving setup.

I have had the pleasure of working with Mikael during our transformation at TUI, where he helped lead the Nordic business change team in collaboration with central platform development.

In a setup that was increasingly centralised around platforms, technologies and shared accountability, while the Nordic P&L remained, he played an important role in supporting prioritisation and ensuring business requirements were clearly understood and structured.

Mikael brings a solid commercial understanding and works effectively across stakeholders, helping bridge regional needs with central teams. He contributed to maintaining momentum and alignment in a complex and evolving setup.

Terje Mose Pedersen Nordic Head of E-commerce TUI Manager at TUI Nordic

“

What makes Mikael so special is his deep knowledge and understanding of technology combined with that he really understands user needs. I hope to be working with Mikael sometime again.

Valentino Rongione Head of Customer Development Promedia Worked on different teams

“

I give Mikael the highest recommendations. We worked tight and very well together. Me as the technical lead and Mikael as responsible for the financial side of the project.

Jonas Reimers Team Leader / Lead Developer Bombardier Worked on the same team

“

Excellent project manager and very sensitive team leader. Fun to work with and very professional.

Magnus Lindberg Independent Consultant Technical Leadership, Coaching & Consulting Reported directly to Mikael

Client Results

Real outcomes from real engagements

Travel Tech, Nordic

Nordic market prioritization

Challenge

€2B in digital sales to protect across four Nordic markets, while migrating from four local markets to one centralized group platform. Pandemic, wars, and travel industry crisis created constant pressure. Dozens of stakeholders with urgent business needs competing for limited development capacity.

What we did

Built a prioritization model that let the Nordic MD request a ranked top-10 list for the region, consolidated against group direction. Enabled successive transition to centralized UK-coordinated teams while keeping Nordic requirements driving priorities.

Result

Four Nordic markets aligned around one backlog. Revenue protected through transformation. Nordic priorities stayed relevant despite centralization.

SaaS Company, Fintech

Bug triage prioritization

Challenge

Bug triage was a time sink. Each bug bounced between tech leads, testers, and teams for weeks before anyone decided if it even needed fixing.

What we did

Built a lightweight prioritization model that let bug triage make priority decisions independently, without pulling in tech leads and development teams.

Result

Triage decisions went from weeks to minutes. Development teams freed up to build forward instead of sitting in endless bug discussions.

Financial Services

Backlog clarity under regulation

Challenge

Regulatory requirements consumed most development capacity. Mandatory, non-negotiable. The remaining time was fought over by multiple business areas all demanding fixes, adjustments, and features.

What we did

Created a structured prioritization framework for the non-regulatory backlog, with clear principles for evaluating and ranking competing requests.

Result

Team aligned on what matters. Better use of limited discretionary development time. Less noise, more delivery.

When everything is priority, nothing gets done.

About

Mikael Feltenmark

Tech & Change by Feltenmark

What I actually help with

Three Ways to Get Your Product Focus Back

Product Focus Sprint

Interim VP Product / Head of Product

Part-time Product Leadership

How It Works

Diagnose

Propose

Execute

Deliver

Step into thePriorityBarbershop

Trusted by Decision-Makers

Client Results

Nordic market prioritization

Bug triage prioritization

Backlog clarity under regulation

Ready to get your product focus back?

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