Amedea Derenda

For people who build things, and the women quietly holding it all together.

15 years in tech taught me that the hardest blocks aren't in the roadmap. So I work on both sides: product strategy and leadership for founders and teams, and inner-work coaching for women in tech and corporate who are ready to stop shrinking.

CONSULTING

For founders and teams building digital products that matter

Strategic design, process consulting, interim product leadership and mentorship. I help you clarify the vision, untangle the process and grow a team that builds with purpose.

Woman founder
Team work
COACHING

For creative women who are done being good instead of whole

Inner work for what no promotion, framework or productivity system can fix: people-pleasing, boundaries that don't hold, the anger you're not allowed to feel, waiting for permission. I've lived inside these patterns and these structures. I know what they ask of us.

FREE WORKBOOK

Softer

A workbook for being softer with yourself and more generous with other women. Notice the harsh voice, make some peace with your body, and practise giving (and taking) a real compliment. Free to download.

The Softer workbook cover with pink lettering, next to orange poppies

Too Much, On Purpose

A 3-month online circle for women ready to unlearn being good: feel your body again, set boundaries that hold, and let yourself want things. Starting January 2027. Join the waitlist and you'll hear first.

Not sure which one you need?

Book a free 20-minute intro call. We'll figure out together whether it's your product, your team or you that needs the attention first. Often it's all three.

E. T. J.
1:1 coaching client

Working with Amedea helped me come back to myself.

I discovered there's a good girl in me too, one who wants to please, is afraid of being wrong and needs everything to be perfect. She was killing my creativity and momentum. Amedea never rushed me, asked the right questions, and knew how to gently stop me and offer the right exercise to bring me back. Today I value myself more for who I am.
Damjan Obal
Damjan Obal
Head of design
Ardoq

A leader who listens and understands.

I got to know Amedea better when she invited me as a lecturer to the ScreenSaverz team. Wow, from the first meeting it was clear that I was in good hands. Amedea created a unique environment where both the course participants and lecturers grew together.

She is a leader with vision, a person who inspires others, but perhaps most importantly, Amedea is a leader who listens and understands. She combines exceptional empathy with pragmatism that comes from experience and knowledge.
Nermina Bajrić
Product Manager
GEN-i

Our collaboration was relaxed yet very creative.

Amedea has mentored our product team and consulted on our processes. Our collaboration was relaxed yet very creative. We encouraged each other’s creativity, independence, and courage in seeking different and better solutions.

We built a trustworthy partnership based on professional dialogue and activities that were truly user-oriented.

Ready to build and lead without leaving yourself behind?

Hi, I’m Amedea

I spent 15+ years building digital products, leading teams and co-founding Slovenia's first school for digital product design. Along the way I saw that the biggest obstacles were rarely technical. They were fear, over-functioning and the quiet rules we follow to stay likeable.
Today I consult on product strategy and leadership, and I coach women through the inner work that makes the outer work possible. Same conviction on both sides: how we build shapes what we build.

READ MY BLOG

something
radical