Guest: Reelika Ein, CPO at Eesti Loto

Host: Urmo Keskel, co-founder of Phishbite

Reelika’s background is not the usual one for a product leader. She has worked in HR in many different roles before stepping into product. At first glance this looks like a big leap. But as Reelika explains, the move was built on years of learning, curiosity, and persistence. She read books, took courses, and slowly built the skills needed to become a CPO.

She talks about how her main driver has always been the wish to understand what it really takes to innovate. This curiosity gave her the courage to cross from HR into product. It also shaped her leadership style, where she combines structure with creativity and keeps teams focused on customer needs.

We also discuss how AI is already shaping product management. From speeding up research to changing how teams make decisions, AI is creating new opportunities but also challenges for product leaders.

For people thinking about a career in product management, Reelika shares very concrete advice. She points out what to study, what to practice, and how to stay resilient when things don’t go as planned. She also highlights resources that helped her own journey.

The talk with Urmo moves between personal stories, lessons from Eesti Loto, and bigger questions about Estonia’s digital ecosystem. It’s an open and practical conversation for anyone interested in product, leadership, and innovation.

Books mentioned

* Anyone Can Design

* Build: An Unorthodox Guide to Making Things Worth Making

Course mentioned

* Stanford: Leading Innovation

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tpg.ee