Tacit Edge is a Calgary-based tech education and consulting company focused on empowering individuals and organizations in the field of product management. It was founded by Christa Hill and Renee Matsalla, who bring extensive experience from the tech industry. The company aims to increase diversity in the tech sector by supporting women and visible minorities entering product management roles.
Tacit Edge offers a variety of services, including curriculum development, personalized coaching, and hands-on training programs. One notable initiative is their partnership with the Southern Alberta Institute of Technology (SAIT) to deliver a 12-week Applied Product Management Bootcamp. This program provides skills in design thinking, product strategy, analytics, and leadership, preparing participants for careers in product management across various industries. The program has a high placement rate, with many graduates securing roles in prominent companies like Microsoft and innovative startups.
What is your business called and what does it do?
Tacit Edge is a name inspired by “tacit knowledge,” meaning deep, intuitive understanding. My partner Renee and I, as former product managers, realized that companies achieve their true potential when product management becomes a core focus. We bring businesses to life by driving value through our project-based approach, stepping into each organization to standardize practices and tackle challenges. Unlike project managers, we assume a leadership role that aligns technical development with business goals.
We started Tacit Edge to disrupt an industry overrun by white male entrepreneurs and to champion diversity, equity, and inclusion (DEI). Our diverse product teams, with members from mixed educational and cultural backgrounds, make better business decisions through varied perspectives. We also see enormous potential in AI, especially in empowering women in fields like prompt engineering. We hire women and utilize technical language, creating spaces where they thrive in tech and AI.
What made you want to do this work?
I’ve always been driven by the idea of breaking barriers. Coming from a long line of women who have always reached for more, I know firsthand how isolating it is to be the only tech woman in the room. This work is my way of paving the road for others and ensuring women aren’t left behind in tech’s next frontier—AI.
What problem did you want to solve with the business?
We’re addressing the need for diversity in tech and standardizing product management practices in an industry that often prioritizes speed over equity or quality. By integrating AI and inclusive hiring practices, we’re solving for both innovation and representation.
Who are your clientele/demographics?
Our clients include businesses looking to integrate standardized, AI-driven practices and individuals wanting to break into product management. Many come from underrepresented groups, including women, minorities, and people from non-technical educational backgrounds.
How does your business make money? How does it work?
Our revenue comes from our online education programs and consulting services. Our project-based approach allows us to step in, guide product teams, and create sustainable frameworks for growth and innovation.
Where in the city can we find your profession?
While our office is in Sunnyside, Calgary, we operate 100% remotely. All our education and training are delivered online, providing accessibility and flexibility for our clients.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
Question: How can you help me design my future in tech?
Answer: We’ll ensure that the future of work for you is of your design. With our guidance, you’ll develop a clearer career path, a better outlook on life, and the tools to compete with (and surpass) the tech bros in the room.
What is the best part about what you do? What is the worst part?
The best part is empowering women to see AI as an opportunity, not a threat. The worst part? The persistent fear and hesitation many have about embracing this change. The answer to these challenges is simple: jump in!
What is your favourite joke about your own profession?
All’s fair in love and software.
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
Southern Alberta Institute of Technology (SAIT): Our key partner in providing accessible product management education.
Athabasca University: A leader in online education, making learning possible for everyone.
ATB Financial: A tech-forward financial institution that’s a cornerstone of Alberta’s innovation ecosystem.
