After more than ten years helping companies embed Product culture at the heart of their operations, Thiga is opening a new chapter. Its CEO, Hugo Geissmann, reflects on the meaning and impact of this repositioning for the firm and its clients.
You’ve probably noticed that Thiga has a new look. But this isn’t just a new logo, a refreshed color palette, or a slightly bolder tone of voice. For us, it goes much deeper than that. It marks a symbolic milestone in the transformation we began nearly two years ago, one driven by the need to better navigate a market shaped by the relentless pace of technological innovation and the global economic and political turbulence that now defines our reality.
In 2011, Marc Andreessen famously declared that “software is eating the world,” pointing to the growing dominance of digital across more and more companies, in every sector. Yet despite the immense opportunity technology represented for business growth, creating a genuine dialogue between Tech and Business remained a major challenge.
From the start, we saw Product Management - its culture, its mindset, its practices - as the most powerful response to that challenge. That conviction led to the founding of Thiga in 2014.
For over ten years, we’ve helped European companies of all kinds embed a product culture at the heart of their operations. We’ve worked alongside them to design better digital products and to turn technology into a true driver of growth. At the same time, we’ve built and inspired the Product community through media, reference books, and landmark events such as La Product Conf and the Product Management Festival. And we’ve trained thousands of Product People — at every stage of their careers - through Thiga Academy and in partnership with INSEAD.
These pillars - Inspire, Advise, Upskill - have shaped our identity. They remain at the heart of what we do.
But the world is changing fast. Very fast. The economic context demands greater rationality, clearer returns on investment. AI is disrupting everything we thought we knew, redrawing not only how companies operate but also their fundamental business models.
Still, our core belief remains unchanged. Only companies that successfully fuse technology and business at their core will survive and thrive.
But running digital operations like a leading tech company is tough! It requires a unique culture, the right organizational structure, and a broad set of skills. This demands significant shifts across leadership, engineering, marketing, sales, and customer service, going well beyond just IT.
We’re well aware of the scale of the challenge. And that’s precisely why Thiga is evolving its offering. We intend to meet the transformations shaping the market head-on, with:
- A more strategic consulting posture, helping companies make the right decisions, grounded in strong convictions and tailored solutions, and ensuring those choices translate into action on the ground through proven methodologies. From the boardroom to delivery teams, we align vision and execution to generate measurable impact.
- Expanded expertise in Tech and AI. In the age of AI, staying true to our promise of reconciling Business and Tech meant one thing was obvious: we had to strengthen our technological capabilities. Our Product Management expertise remains a core strength, but now it lives within a broader, more integrated skill set.
- A reimagined collective. Since the beginning, we’ve played a role in clarifying the responsibilities of Product People within organizations. But once again, AI is shifting the playing field and blurring the boundaries. Our Thicrew reflects this structural evolution, moving beyond traditional product job descriptions toward greater versatility. Empowered by AI, our consultants are no longer just “Product People” : they are professionals who move fluidly between strategy, technology, product, and design.
What hasn’t changed is what’s defined Thiga from day one. An ambitious mindset — pragmatism to navigate complexity, creativity to invent new models, a consistent sense of elegance, and uncompromising standards.
And above all, the promise we make to our clients across Europe, regardless of their sector or size: To support them at every stage of their growth, and to ensure the success of their transformations through the strength of our collective and our expertise.
No one is too big to scale.
To learn more about our expertise and how we support our clients, visit thiga.co.
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