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Friday, June 11

& Saturday, June 12


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

Session Abstract

Product Strategy

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Session #


Right From the Start: From Failing Fast to Succeeding Sooner

We build features and products to learn what our customers want. But what if you could know what makes them buy – before you build anything? In this thought-provoking session, we’ll examine how innovative companies are succeeding sooner by discovering what customers truly value – without the risk and cost of an iterative development cycle. We’ll explore: • How your customers’ values drive their buying decisions. • How you can discover the values that matter. • And how this new insight can identify your new North Star, aligning your entire company to deliver maximum value and generate maximum return. Guarantee: You'll take away actionable steps to move from "Building to Learn" to "Knowing What to Build" – right from the start.


Alan Albert



Alan Albert has led the creation of multiple top-selling and award-winning products, generating over $1 billion in revenue. He has co-founded three software companies, selling one — FileMaker Pro — to Apple Computer. Alan draws on over 30 years of leadership and hands-on success creating innovative products, in organizations from startups through Fortune 500 enterprises. Alan now leads MarketFit, providing customer-centric strategy- and business coaching to growing B2B and B2C product and services organizations. A recognized thought leader in maximizing customer perception of value and innovative value-based pricing, Alan also serves as board member and strategic advisor to high-growth businesses worldwide.


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