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The World's Largest Online International Product Camp

2021 ProductCamp ON>LINE™

June 2021

Videos and handouts are posted. Click on Sessions to access them.

Sessions

All times Eastern Daylight Time (EDT)

Thursday
5:00pm
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Product Management
Panel: The State of Product Management 2021
Steve Johnson, Dan Olsen, Pamela Schure, and Paul Young with moderator Hector Del Castillo

Product management is a field that is ever-changing and becomes more complex as the company grows. It requires collaborating with crucial business functions within an organization. It also requires product managers to deftly navigate changes in the market, sales fluctuations, staff turnover, and lack of processes and tools.

Friday
9:30am
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Sponsor Exhibit in Slack channels #30 to #35
Networking with our Sponsors

Pour yourself a beverage and spend time today with our sponsors. Join any time via the Slack workspace.

Friday
10:00am
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Welcome
Organizers
ProductCamp ON>LINE

Welcome to ProductCamp ON>LINE ™ 2021. ProductCamp ON>LINE™ is for anyone who builds, designs, markets, or manages a product or service worldwide—as well as entrepreneurs and start-ups. Our combined camps have diverse audiences from software (technology) to life sciences, consumer packaging, to manufacturing. Join the conversation around all things product in this unique online event.

ProductCamp ON>LINE™ leverages the power of 8 camps in 8 cities.

We are ProductCamp Atlanta, ProductCamp Austin, ProductCamp Boston, ProductCamp Charlotte, ProductCampRTP™, ProductCamp St. Louis, ProductCamp Twin Cities, and ProductCamp DC.

Friday
10:35am
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Friday Sessions begin

Friday
10:35am
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Market Research and Analytics
Ten Tips to Leverage Data Better and Make Better Products
Dave Mathias
Beyond the Data

Leveraging data has never been a more important skill for product people than today. We must go beyond the data towards a differentiated understanding of our customers and opportunities leading to differentiated products and all the while bringing others along this journey. Join Dave as he covers 10 tips on leveraging data better to make better products that every product manager, designer, and leader can utilize. Following these tips will lead to greater product and professional success.

Friday
10:35am
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Product Management
OKRs for Product Teams
Bruce McCarthy
Product Culture

Objectives and Key Results (OKRs) are a worldwide phenomenon, helping to drive the success of organizations like Google, Zynga, Oracle, Twitter, and many more. They are particularly suited to driving the alignment necessary for a high-performing cross-functional product team. But if not handled correctly, OKRs can quickly lead to silos, unethical behavior, and demotivation. During this workshop, you’ll gain first-hand experience creating and using OKRs throughout a simulated quarter-in-the-life of a product team, handling what goes wrong, adjusting course, and managing expectations. Your teacher is product leader Bruce McCarthy, author of bestseller Product Roadmaps Relaunched: How to Set Direction while Embracing Uncertainty. Bruce will answer questions like: What's the difference between an output and a measurable outcome? What's the difference between OKRs and KPIs? How Health Metrics complement OKRs; How to grade OKRs and what's a good grade; What's the difference between committed and aspirational OKRs? How to measure things you can't measure; How to plan for things that don't show results until future quarters; How and when to recalibrate OKRs.

Friday
10:35am
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Product Management
Hitting Reset on Product Roadmaps
Matt Young
UserVoice

What baggage does the word “product roadmap” hold for you? Does the thought of sharing your product roadmap publicly make you feel some type of way? In this session, UserVoice CEO and head of product, Matt Young will share what recent data suggests about the future of product roadmaps — and how you can start breathing new life into your approach to roadmapping.

Key takeaways include:
• How to ensure your roadmap is truly relevant and useful to its intended audience
• How to put your roadmap to work for you in generating more confidence in product decisions
• How to effectively (and confidently!) roadmap through uncertain times

Friday
10:35am
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Methodologies
Empathy Mapping: Getting Started with the Next Tool You'll Love
Christina Jessica Inge
thoughtlight

We've all heard of personas. But what if there were a way to understand your users that is deeper than a persona, yet faster to create, and provided you with entirely more information on what your users need? In this hands-on session, we'll explore the key concepts of empathy mapping, including: 1. What empathy maps are, exactly, and how they work in your context. 2. How to get started with the process. 3. Examples of great empathy maps for different contexts, both product and service design. 4. Integrating empathy maps in an Agile environment. 5. Tips and tricks for better, faster, more accurate empathy maps. If you have always wanted to get started with empathy mapping, want to take your personas to a different level, or want to add another tool to your toolkit, this session will answer your questions. You will leave with an exclusive empathy mapping template, set of resources, and more.

Friday
11:15am
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11:15 Sessions

Friday
11:15am
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Career Development
Good PMs confidently manage products. Great PMs manage people’s confidence.
Alyssa Dver
American Confidence Institute

You nailed the requirements, the engineering processes, and the business plan. You may even be respected for your product knowledge, project management, and communication consistency. But you’re not called in to present to prospects or even to senior management. Instead of assuming its because you’ve equipped others so well, it’s likely because they lack confidence in you. Learn scientifically how to be a confidence crusader for your product and yourself.

Friday
11:15am
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Discovery / Ideation
Interview Questions Best Practices
Melissa Appel
Wayfair

Did you know that most people who are being interviewed will answer a question even if they don't know the answer, just to please the interviewer? Did you know that the words you use when you ask a question can influence the answer you get back? Did you know that "leading the witness" is not unique to court situations? In this interactive session you will learn how to ask questions in the right way, so that you can get the truth from your customers.

Friday
11:15am
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Product Strategy
How to Set a Customer-Centric Vision and Strategy to Realize It
Rajesh Nerlikar
Prodify

A key part of product leadership is having conviction about where the product should go, and why that's right for customers and the business. In this talk, Rajesh will explain the key components of his Vision-Led PM framework to set that vision. It starts by identifying your customer's key outcome (how THEY measure product success), crafting a vision for what you want the customer journey to look like in the future, working backwards from that to create a strategic plan to realize the vision, and then using a balanced roadmapping framework to execute the strategic plan.

Friday
11:15am
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Career Development
Advancing your Career: Coaching/Mentorship Matters to both Mentors and Mentees
Mark Stephan
ProductHired

Whether your career is impressive and you're the rockstar in the community, or if you're trying to get into a product role, mentorship and coaching should be part of everyone's career growth toolbelt. Learning never ends, and it goes both ways. These coaches and mentors have discovered the power coaching and mentorship can have on others, including themselves. Being a coach or mentor helps them also grow and become better product leaders. This session will be a panel with Mark Stephan (Coach, Entrepreneur, VP Product @ ProductHired) as moderator, with panelists Dan Corbin (Coach, Teacher, Prin. PdM @ HEB), Cindy Brummer (Coach, Teacher, Creative Dir. @ Standard Beagle Studio), and Isaiah McPeak (Coach, Entrepreneur, Co-Founder at Pinwheel – Head of Design and Marketing).

Friday
11:55am
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11:55 Sessions

Friday
11:55am
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Product Management
A/B Testing to Determine Product Priority
Ashish Tripathi
The Home Depot

Have you ever wondered if customers will pick up feature changes? Have you ever wondered if the change will be worth the investment? We can show you how to determine both by leveraging A/B testing to design product experiences your customers will love and be willing to pay for having.

Friday
11:55am
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Discovery / Ideation
How Exceptional Product Managers discover unmet customer needs
Gopal Shenoy
Takeoff Technologies

Customers buy products that solve painful problems they have, products that will save them money, time and/or resources. But often, customers will propose solutions without clearly stating the underlying problem. Other times, they do not even realise the problems they have. They have gotten used to the current inefficient way of doing things because they cannot think of another way. Exceptional companies discover these unmet customer needs or unsolved customer problems, deeply understand them and then create breakthrough products resulting in creation of new markets or vaulting to market leadership in existing markets. As representatives of the Voice of the Customer, it is the responsibility of a product manager to discover such unmet customer needs. This webinar will cover the tried and true, practical techniques that exceptional product managers use to discover such needs and pitfalls to avoid.

Friday
11:55am
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Product Strategy
What You Need to Know about Product Led Growth
Ed Arnold
Ibbaka

PLG (Product Led Growth) is a hot topic among venture firms nowadays. PLG is the strategy that drives revenue growth at many hyper successful companies like Slack, Dropbox, Zoom and other famous names in the SaaS space. PLG is celebrated as being both pandemic and recession proof. But can all products adopt a PLG strategy? In this presentation I will explain what product led growth is all about and how it relates to the subscription economy and usage based pricing. I’ll share latest industry stats and recap the current wisdom about what makes PLG successful. Then I’ll add my own perspective about why PLG is so attractive to investors and perhaps most importantly, how to apply it for other types of businesses including your product.

Friday
11:55am
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Career Development
Six-Word Leadership Stories: Curating and Crafting Your Elevator Speeches
Jean Storlie
Storlietelling LLC

According to urban legend, one night in a bar in Paris, Ernest Hemingway was challenged to write a six-word story. He wrote: For Sale. Baby Shoes. Never Worn. And claimed that it was his best story! Six word stories intrigue audience, leaving them curious to learn more. In this interactive session, you will identify your six core leadership values. Then craft six-word versions of them. These stories can be used in job interviews, at networking events, in ice breaker exercise, and for the next time you find yourself on an elevator with someone you want to impress.

Friday
12:00pm
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Exhibit: UT Austin Master’s in Tech Commercialization Program (MSTC)
Dave Swanson & Kim Jones
UT Austin

Chat with Texas McCombs Admissions and Career Staff

Friday
12:35am
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12:35 Sessions

Friday
12:35pm
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Product Management
10 Tips for Product Prioritizations
Moshe Mikanovsky
Product for Product Podcast

Product prioritization is one of the hardest things to do in product management. That's why I tried to tackle it on a regular basis, as it is like a muscle that needs constant practicing. In this conversational session I share 10 tips and lots of resources to help hone our prioritization skills.

Friday
12:35pm
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Product Management
How to Define a Winning Product Strategy
Dan Olsen
The Lean Product Playbook

For many product teams, Product Strategy can be a mysterious black box. Few companies have a clear, cohesive strategy for how their product will win in the market. In this talk, product expert Dan Olsen will use frameworks from his book The Lean Product Playbook to teach you a simple but effective approach to defining your product strategy. You will learn how to focus your strategy on customer needs instead of features, the Kano Model, and the Product Strategy Matrix. Dan will illustrate the concepts with real-world case studies.

Friday
12:35pm
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Career Development
Storytelling Data for Influence - communicating your ‘why’ for team agreement
Rachel Hinson
Hinson Strategic Consulting Group

Data tells a story. Sometimes what seems an obvious next step to you from the data story, isn’t so obvious to someone else. How do you find product agreement and action when your manager, teammate, or customer doesn’t seem to understand? The potential for product delays and missed opportunities due to lack of understood data communication can plague teams, and bottom lines. Learn tips to craft your strategic data story with effective persuasion and influence.

Friday
12:35pm
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Product Marketing
10 Ways to Ensure a Successful Product Launch
Dave Daniels
BrainKraft

You’ve found a problem the market is willing to pay you to solve. Your development team worked hard to build a product with excellent product-market fit. It’s going to take careful planning and precise execution to pull off a successful product launch. Will you be ready? There are many things you need to do well to have a successful launch. In this presentation I’ll show you the 10 things you must do. Curious? Come join me in a talk about the 10 Ways to Ensure a Successful Product Launch.

Friday
1:15pm
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1:15pm Sessions

Friday
1:15pm
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User Experience
Affinity Mapping Your Way to Better Team and Stakeholder Alignment
Cindy Brummer
Standard Beagle

Affinity maps are MAGICAL. They take reams of data and help us see patterns we wouldn't normally see. They help us get people on the same page, and they even help us turn ornery stakeholders into raving fans. Affinity maps are often thought of as tools for UX teams to synthesize research, but they are useful in many other situations, especially for team and stakeholder alignment. In this session, you'll learn: 1) How product teams can integrate affinity mapping into their processes 2) How to conduct an affinity mapping session and 3) How to develop insights from the affinity map so everyone feels heard.

Friday
1:15pm
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Discovery / Ideation
Ideation Techniques - A Mini Workshop
Sweta Kodi

To keep up with the fast paced technologies and changing customer demands, it is important to be creative and innovative at the same time. Innovation is the new trend. Brainstorming for innovation? At times this activity can be hampered by mental blocks leaving you with no ideas or no innovation in your ideas. This mini workshop will help you use some techniques that can help you build and come up with creatively innovative solution ideas for your product hunt. 

Friday
1:15pm
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Market Research and Analytics
Interview like a Pro for Market Discovery, Win-Loss, and More
Charles Topping
Market-Driven Business

Learn what it takes to interview like a pro, on the phone or in-person. We’ll walk through the key steps of preparing for interview-based research, then we’ll practice interviewing to get you over the jitters of performing your first interview.

Friday
1:15pm
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Product Marketing
The Strategic Role of Product Marketing
Steve Robins
Solution Marketing Strategies

Is there confusion about the role of product marketing in your company? Do people think it’s not a strategic function? That it’s all about creating pretty PowerPoints and data sheets? Does your team know where product management ends and product marketing begins? The Product Marketing Framework helps you to understand the strategic role and scope of product marketing - and where it fits in the broader organization between product management, marketing, sales and most importantly the customer. Using the Product Marketing Framework you will have clarity around what to expect and what not to expect from Product marketing, and you’ll be able to build better working relationships with other teams. And product marketing will come play a critical role in developing and executing your company’s go-to-market strategy.

Friday
1:55pm
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1:55pm Sessions

Friday
1:55pm
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Entrepreneurship / Start-ups
We can't be everything to everyone - how to build a playbook for your target market
Sarah Davis
Traction IQ

I will share a presentation on 5 steps to building your target market playbook. examples: 1. if you don't have a niche market - your business will fail 2. how to avoid trying to be everything to everyone 3. when you've developed your target market - they will lead you to what to do next. i.e. they'll tell you how to build a better product or service specifically for them 4. develop that playbook and you can expand into other markets using the same methodology. 5. keep your revenue stream simple

Friday
1:55pm
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Product Management
How to Get What You Want in Difficult Conversations
Jeff Lefton
Psychological Associates

If you have occasional challenging conversations—with investors, employees, boss, partners—and you want the outcome to be more successful, this session will help you attain a desirable result more often. At Psychological Associates, we have studied and coached people through thousands of difficult workplace dialogs. Often they don’t get off to a strong start, and your efforts are derailed from the beginning. We’ll teach you a successful format for navigating challenging one on one interactions. You’ll discover 4 key elements your opening must have to set things up for success. If you are like most businesspeople, one of these you do well. One you do so-so. And two you neglect entirely. You’ll come away with a new perspective on challenging conversations, and how to get them off to a more effective start to attain your desired outcome.

Friday
1:55pm
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Methodologies
The Future Is Hybrid: How To Do Hybrid Teams Right
Beth Matteotti
Distance Teaming, Inc.

The Covid Pandemic has accelerated the ‘work from anywhere’ trend, and most experts believe we won’t return to previous levels of in-office work. To reduce expenses and meet employee requests, a large majority of employers predict they will allow many employees to work away from the office, at least part time. But leading a hybrid team is NOT the same as if everyone is remote. In this workshop, we'll discuss solutions to the unique challenges of a hybrid work environment, and you’ll walk away with a tailored set of action steps for your team.

Friday
1:55pm
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Product Strategy
Pricing Your Products For Maximum Return
Alan Albert
MarketFit

Pricing has a greater impact on your success than any other aspect of your business. Yet few companies give pricing the attention it deserves. In this thought-provoking session, you'll learn why pricing is far more than just choosing a number, and how to: • Create a pricing model that drives sustaining competitive advantages • Segment your target market for maximum return • Optimize your pricing model for market share, revenue, or profit We’ll explore theory, examples and practical steps showing how understanding Customer Perception of Value can help you deliver greater value to your customers — and earn more in return. Guarantee: Regardless of your level of pricing expertise, you will learn new, actionable steps to make a measurable impact on your company’s success.

Friday
2:35pm
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2:35pm Sessions

Friday
2:35pm
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Entrepreneurship / Start-ups
Seven Winning Revenue Models and Choosing the Right One
Ameeta Soni
Altek Consulting

A revenue model lays out how a company makes money. It addresses everything from its value proposition, revenue source(s), pricing, and how the customers will pay. Revenue models help companies manage their income streams and are a crucial component of a complete business model. Choosing the optimal revenue model is not easy, but not getting it right can result in the company's failure. In this presentation, I will share seven very successful revenue models and lay out the criteria for choosing the right one.

Friday
2:35pm
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Product Management
The Dangerous Animals of Product Management: The art of managing stakeholders & staying true to your product strategy
Dean Peters
Seven Lakes Technologies

Picture this. You are a forward-thinking product manager with a clear product vision, a value-driven prioritization framework, and a context-rich roadmap. You make it a point to listen to customer needs and incorporate feedback from many different perspectives. Yet, throughout the product management process, stakeholders come to the table with unvalidated requests. “This must be built,” they insist, “and right away.” How do we avoid having our vision & strategy stampeded by such stakeholders & situations? In this webinar, Dean Peters will offer helpful insights and approaches to identifying and taming these dangerous animals who might otherwise trample your carefully planned product vision and strategy.

Friday
2:35pm
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Entrepreneurship / Start-ups
Radically rethinking OKRs: How OKRs may be harming your organization and what to do instead
Radhika Dutt
Radical Product Thinking

Popularized by Google’s financial success, OKRs have been widely adopted by companies to communicate goals and measure progress. In reality, however, most companies implementing OKRs see a series of unfortunate side effects, and several studies have confirmed how goal-setting can go awry. In this interactive session by the author of the upcoming book Radical Product Thinking: The New Mindset for Innovating Smarter, we’ll be talking about how you can get the same benefits of OKRs while avoiding the unintended consequences. We’ll discuss radical ideas that challenge conventional wisdom, and you’ll walk away with practical tools to align your teams on the impact you want to create and measure progress along the way.

Friday
2:35pm
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Product Strategy
De-Mystifying the Pricing Process
Scott Hillton
Tufts Gordon Institute

Pricing and Packaging of products is one of the most impactful decisions a product team makes. This session will provide a repeatable framework for building a pricing strategy and to iterate as the market and competition changes.

Friday
3:15pm
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Sponsor Exhibit in Slack channels #30 to #35
Networking with our Sponsors

Reflect on the day with a chat with our sponsors.
Join via the Slack workspace. Go to https://www.productcamprtp.org/2021-exhibitors for more.

Saturday
9:30am
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Sponsor Exhibit in Slack channels #30 to #35
Networking with our Sponsors

Pour yourself a morning beverage and start your day with our exhibitors. Join via the Slack workspace. Go to https://www.productcamprtp.org/2021-exhibitors for more.

Saturday
10:00am
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Saturday Sessions begin

Saturday
10:00am
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Methodologies
From Customer Discovery to Truth Discovery: How to Discover If Customers Will Buy and Use Your Product (Before Building Your Product)
David Eckoff
TBA

7-time ProductCamp Atlanta and Austin award winner David Eckoff returns with new insights, to help you change how you think and change your results. ## This session tackles one of the biggest problems we all face in product development. The mortality rate for new products and businesses is stunning. In this session, you'll learn a practical set of actions you can follow right now to dramatically improve your odds of building products people buy and use. ## ► Learn a customer discovery process to get you moving incredibly fast. ► Get ahead of the curve by knowing the 3 biggest tactical mistakes smart people make in customer discovery (so you can avoid making them) ► Discover a powerful approach to reducing risk – and the most important risk to focus on first ► Learn simple but non-obvious hacks you'll love. ## You'll experience a fast-moving hands-on program led by a product person who has done it himself – and is dedicated to teaching you. For product managers, product marketers and startup founders in companies of all sizes.” ## "When you change how you think, you change what you do. When you change what you do, you change your results." - David Eckoff

Saturday
10:00am
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Career Development
Connect, Network and Find Mentorship in the Remote Working Environment
Aaron Kesler
Blue Cross NC

It's harder than ever to form connections, broaden your network and find mentorship. As product managers we all know how important our network truly is, when it comes to our customer relationships, colleagues to bounce ideas off of and mentors who are always there to challenge the way we approach a problem. In this session I will teach you my unconventional way to form quick connections, expand your network and find mentorship in this remote environment.

Saturday
10:00am
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Methodologies
Innovate Your Planning Process
Steve Johnson
Under10 Consulting

Products today are released despite the process. Most teams are dealing with a chaotic process that few understand. And yet, every organization is unique—so your planning process should be too. Most organizations need a small number of living documents—fewer than 10—to guide product innovation and provide consistency in process and roles. In this session, we’ll show how to use the QuartzOpen™ canvas to define a nimble planning process that determines which activities, artifacts and roles are necessary in your business.

Saturday
10:40am
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10:40am Sessions

Saturday
10:40am
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Product Development
Aligning Requirements - Marrying concepts from Kano, MoSCoW, and Modularity
Brian Cohn
Aspire Innovation

Aligning on the requirements for a new product is always challenging. Different customers want different things. Some features or levels of performance are the bare minimum required for customers to consider the new product. Some features might be added to delight a specific target sub-segment. Some features may only be available in specific versions of the product. How do we develop the requirements and create a common understanding of the product(s) we want to bring to market. In this presentation we will discuss how to bring Kano with it's ideas of basics, one dimensionals and delighters together with MoSCoW's notions of musts, coulds, shoulds, and won'ts. We will also talk about how to extend this to products developed on modular platforms to allow you to provide one version of the product to the bulk of the market and versions with segment specific Basic requirements to those to demand them.

Saturday
10:40am
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Career Development
Developing a Career Roadmap: Stats, Paths and Plans
Jon Gatrell
Market Driven Business

Product management and marketing careers are often by chance, but success in such roles take a plan and discipline. By working with 1000's of product team members and coaching nearly 100 folks over the last decade, Jon Gatrell will share proven best practices and approaches to succeeding in product management and marketing careers. Walkaway with a keen understanding of the education, experience and leadership traits needed to chart your product career roadmap.

Saturday
10:40am
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Career Development
Mastering the Product Resume
Dan Corbin
H-E-B

Whether you already have a product role or are looking for your first job in product management, this session is for you. You’ll learn the best practices to use, what specific missteps to avoid, and how to clearly show your product skills so companies quickly respond to your resume. It also focuses on how to highlight your previous experience so you can get land a job in product management. It includes before and after resumes of real people so you can see how the steps described can result in a superior product resume.

Saturday
11:20am
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11:20am Sessions

Saturday
11:20am
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Market Research and Analytics
People Don’t Care About Your Funnel; Uncovering the Real Buying Journey
Ryan Paul Gibson
content lift

Marketing gets more complex by the day. And prospects have more control over their buying journey than ever before. It’s too easy to waste time and money on things that don’t work. In the panic to grow, companies default to forcing leads through a pre-ordained funnel, rather than influencing the actual way people buy. We will discuss how companies are using primary customer interviews to reverse engineer a true buying journey; allowing brands to make better strategic, tactical and financial decisions around marketing activities. Attendees will receive a list of questions they can use immediately to interview their own customers.

Saturday
11:20am
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Career Development
Getting Hired: Nailing the Product Case Study for any PM Interview
Nick Ivanecky
Dun & Bradstreet

Product Management Case studies are one of the most important presentations you give during the PM interview process. It tells the hiring team if the candidate is capable of communicating effectively, understands the product and its industry, and solves the case with strong product rigor. In this session, I want to teach PM candidates how to prepare and structure their case studies, how to present their ideas, and answer those tough follow up questions to nail the interview and get the job. Having been through numerous interviews from major Silicon Valley companies, I have the know-how to create a standout case study to really impress the hiring committee.

Saturday
11:20am
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Methodologies
Feature prioritization: Why I stopped sending surveys and started talking to customers
Amanda Nance
Ultimate Kronos Group (UKG)

When product leaders want customer feedback to help prioritize roadmaps, they often turn to a survey. However, surveys don’t work well for assessing complex features, and they aren’t a great tool for understanding the *reasons* customers prefer certain features over others. There’s a better way! Learn about a group interview technique that allows you to quickly understand feature importance while also uncovering the reasons customers want certain features. After attending this session, you will be able to use this technique to conduct your own customer prioritization research when time is tight and you need data to support your decisions.

Saturday
12:05pm
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Product Management
Panel: Product Management Trends & Predictions 2021
Steve Johnson, Rich Mironov, JJ Rorie, David Nash, with moderator Hector Del Castillo

Last year's pandemic caused havoc for many product managers and their teams. We discuss product management trends and perspectives and look at predictions for the year ahead. In the face of unprecedented market shifts, exponentially changing buyer behavior, reduced team capacity, and new requirements for remote working, we discuss how product managers require an ever-increasing velocity and scale of analysis in terms of processing and access to accelerate innovation and forge new paths for their organizations to remain relevant.

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