Client context
morning (formerly Green Invoice, part of the TeamSystem group) is an Israeli invoicing and business-management platform for small businesses. Its product organization runs three squads: two serving business owners directly and one serving the accountants who work with them.
In early 2026, VP Product Roni Anavi-Fass brought in RE.FOCUS to help her turn a newly adopted company mission into a product strategy her teams could actually execute.
The mission without a map
morning had just committed to a new mission: “morning helps your business succeed.” The product side was not yet set up to deliver it. For years the teams had worked mostly on maintenance and regulation; the shift to building new products had started only six months earlier.
Each squad made sensible decisions inside its own domain, but there was no shared strategy connecting them, and every prioritization call had to be argued from scratch in front of management.
Engagement
RE.FOCUS came in with a two-phase approach: align the product leadership and all three squads on a strategy in one prepared offsite, then embed with the teams to turn that strategy into segments, initiatives, and a roadmap.
The result
A product strategy adopted by leadership, validated with the CEO, presented to the acquiring company, and embedded in how morning’s squads prioritize and plan — three clear pillars, four core segments, and a prioritization model that scores every initiative against the new strategy.