2018 Agenda - Industry

2018 AGENDA

MONDAY October 1st from 8:00 AM

INDUSTRY Workshops, for All Access pass holders only, will take place on Monday, October 1st at the downtown Cleveland Marriott at Key Center, one day before the main conference begins. Due to high demand, we’ve added morning workshop session options. Content taught in the morning will be the same as in the afternoon. Please keep in mind that these sessions will sell out soon.

TUESDAY October 2nd from 8:00 AM

INDUSTRY’s main conference begins and includes 8 keynotes from product leaders who have built products and led teams at places like Slack, Reddit, and Shutterstock. Tuesday also features a special fireside chat with acclaimed actor, writer, and technology enthusiast, BJ Novak.

EVERYTHING IS A PRODUCT

BJ NOVAK ACTOR, AUTHOR & TECH ENTREPRENEUR
In this fireside chat with BJ Novak — acclaimed actor/writer (The Office), bestselling author (The Book with No Pictures), and tech entrepreneur — BJ will open up about his process in creating. Television scripts, books, and software products are all quite different, yet BJ has played a role in creating for all three. Product people will be able to relate to the processes that BJ goes through — and likely pick up a few new ideas on how to use creativity to build better products in the process.

Bio

B.J. Novak is a writer, actor, and comedian best known for his work on NBC’s Emmy Award-winning comedy “The Office.” In addition to starring as Ryan, Novak is a Co-Executive Producer for the series and has written many of the show’s most memorable episodes, including “Diversity Day,” “Sexual Harassment,” “The Fire,” “Initiation,” “Safety Training,” “Local Ad,” and “Happy Hour.” First known to television audiences for his performances on the MTV series “Punk’d,” Novak has appeared in motion pictures such as “Reign Over Me” and”Knocked Up” and was most recently seen in Quentin Tarantino’s “Inglourious Basterds.” A tech enthusiast, BJ co-founded a startup that launched an app call Li.st, and over the years has amassed a staggering 1.2m followers on Twitter.

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LOVE THE PROBLEM (+Workshop)

ASH MAURYA AUTHOR, CREATOR OF LEAN CANVAS, FOUNDER OF LEANSTACK
Most products fail, simply because we build something nobody wants. This begs the obvious question: Why does this happen and how do you build what customers do want? Traditional approaches like surveys, focus groups, and even directly asking customers don’t work because customers themselves often don’t know what they want.

Bio

Ash Maurya is the author of Running Lean and the creator of the one-page business modeling tool Lean Canvas. His posts and advice have been featured in Inc., Forbes, and Fortune. He regularly hosts sold-out workshops around the world and serves as a mentor to several accelerators including TechStars, MaRS, and Capital Factory.

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0-1 PRODUCT TEAMS: HIRE & SCALE YOUR FIRST PRODUCT TEAM

MERCI VICTORIA GRACE FORMER DIRECTOR OF PRODUCT AT SLACK
Founders and heads of product at early stage companies are often trying to do two impossible things at once: take a product from 0-1 and take a PM team from 0-1. Learn how to avoid common hiring & process mistakes in those crucial early days so you can find the right PMs (or hire your first PM), build trust, and grow while maintaining momentum.

Bio

Merci Victoria Grace specializes in growth, engagement, and design. Merci focused on engagement and paid conversion at Couchsurfing and Gigwalk before joining Slack. While there, she ran their Growth team as a Director of Product and took the company from 500k DAU to 5M+ DAU before leaving in mid-2017.

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THE CHALLENGES, OPPORTUNITIES, & PITFALLS OF RAPID TEAM GROWTH

NICK CALDWELL VP OF ENGINEERING AT REDDIT
Switching from survival mode to optimization, changes in roles and responsibilities, dealing with crowds, communication + coordination, handling reorganizations, managing ambitions — and other fun issues that come along growth in your team.

Bio

Nick Caldwell is responsible for building and operating one of the world’s most popular sites. Prior to joining Reddit, he held various positions in engineering leadership at Microsoft across a 15-year career, culminating in a role as General Manager for the Power BI product suite.

TALK SHOP

Head to the Talk Shop stage during each break to connect with speakers in an intimate setting. There, speakers are interviewed and attendees have the opportunity to ask questions and discuss with others the merits and applications of what was presented.

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CONTINUOUS DISCOVERY HABITS (+Workshop)

TERESA TORRES PRODUCT DISCOVERY COACH
More teams are moving toward a truly cross-functional product team model where the teams that develop the product (i.e. product manager, designers, software engineers) are the ones responsible for doing their own discovery. They do their own user research, conduct their own experiments, and synthesize what they are learning week over week to support their daily product decisions.

Bio

Teresa is a product discovery coach who helps teams gain valuable insights from their customer interviews, run effective product experiments, and drive product outcomes that create value for their customers and their businesses. She teaches teams how to connect the dots between their research activities and their product decisions, inspiring confidence that they are on the right track.

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THE ART OF BEING COMPELLING

SACHIN REKHI FOUNDER AND CEO OF NOTEJOY
As product managers, we spend so much of our time convincing stakeholders of the right path forward, whether it’s fellow product managers, engineers, designers, executives, or even customers. The most successful product managers become well versed in making compelling arguments every day around product vision, roadmap prioritization, design trade-offs, resource asks, and so much more. This session will share some of the most effective techniques I’ve found for mastering the art of being compelling.

Bio

Sachin is currently the Founder & CEO of Notejoy, a real-time document collaboration app. He previously led product for LinkedIn Sales Navigator and LinkedIn Contacts, which he joined after LinkedIn acquired his previous relationship management startup, Connected.

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MY NEXT PRODUCT GUEST NEEDS NO INTRODUCTION

CATHERINE ULRICH GENERAL PARTNER AT FIRSTMARK CAPITAL
TODD OLSON CO-FOUNDER & CEO OF PENDO
Join a discussion on what it means to create a product-centric company, and why that’s more important than ever as software is eating the world. FirstMark made headlines a year ago when it hired Catherine as managing director. The former chief product officer at Shutterstock and Weight Watchers represent a growing breed of venture capitalists making product-centric investments—they want companies in their portfolio building best-in-class products with a laser focus on delivering value to customers.

Bio

Catherine Ulrich, a Managing Director of FirstMark Capital, invests in a broad range of enterprise and consumer start-ups. She has a deep passion for and expertise in health and wellness, AI, and behavior change. Prior to joining FirstMark, she was the Chief Product Officer at Shutterstock and was also the first Chief Product Officer at Weight Watchers, responsible for their global digital and retail experiences.

WEDNESDAY October 3rd from 8:00 AM

INDUSTRY continues with more keynotes at the beginning and end of the day, with the attendee choosing among several breakout sessions exploring a broad range of topics, fireside chats, and an “Unconference”-style interactive group discussions in between

THE MESSY MIDDLE

SCOTT BELSKY CHIEF PRODUCT OFFICER AT ADOBE
Creating something from nothing is a volatile journey. The first mile births a new idea into existence, and the final mile is all about letting go. We love talking about starts and finishes, even though the middle stretch is the most important and often the most ignored and misunderstood. Scott draws on his experiences building Behance, selling it to and leading product teams at Adobe, and then working as an investor and advisor with companies like Airbnb, Pinterest, and Uber, to discuss this important “messy middle.”

Bio

Scott Belsky is an executive, entrepreneur, author, investor, and now serves as Adobe’s Chief Product Officer. Scott’s passion is to make the creative world more productive, connected, and adaptive to new technologies. He founded Behance, the leading online platform for the creative industry to showcase and discover creative work, and served as CEO until Adobe acquired Behance in 2012.

Scott actively advises and invests in businesses that cross the intersection of technology and design, and help empower people. He is a Venture Partner with Benchmark, and is an early advisor and investor in Pinterest, Uber, sweetgreen, and Periscope as well as several others in the early stages. He is also co-founder and Chairman of Prefer, a referrals platform that empowers the careers of independent professionals (aka “Soloists”).

Through his work as a founder and investor, Scott has become an advocate for technology and community initiatives that empower creative people and help businesses leverage the creative potential of their people. He is the author of Making Ideas Happen, and founded 99U, a publication and annual conference devoted to productivity in the creative world.

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CUSTOMER OBSESSION: SATISFYING THE UNSATISFIABLE VIA CONSUMER SCIENCE

GIB BIDDLE FORMER VP OF PRODUCT AT NETFLIX
Find out how to move beyond customer focus to “customer obsession” via consumer science to discover what delights customers in hard-to-copy, margin-enhancing ways. Learn how to get insight from four sources of consumer insight, then evaluate these ideas through various research techniques. Gib will illustrate these tactics using examples from Netflix, then, put the techniques into practice with a highly interactive, modern-day Netflix case.

Bio

In 2005, Gibson Biddle joined Netflix as VP of Product. In 2010, he became Chief Product Officer of Chegg, a textbook rental company that went public in 2013. Today, he’s an adviser for multiple consumer tech companies and teaches entrepreneurship at Stanford.

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GETTING GO-TO-MARKET ALIGNMENT RIGHT

BRIANNE KIMMEL STARTUP INVESTOR & ADVISOR; FORMER GO TO MARKET AT ZENDESK

It’s no secret, the fastest growing software companies in history have all started with a product-led growth strategy. But even billion dollar companies like Dropbox, Slack and Zendesk eventually add traditional go-to-market channels like Sales and Business Development. 

In this talk, Brianne will share lessons learned in building and scaling go-to-market teams. 

You’ll learn the three crucial components to driving go-to-market alignment and how to educate and reinforce product goals as your company continues to grow. 

Bio

Brianne Kimmel is an early stage tech investor and startup advisor who helps companies with self-serve revenue, monetization and go-to-market strategy. She previously worked on the go-to-market team at Zendesk focused on self-serve revenue, partner integrations (650+ partner apps) and built Zendesk for Startups. Prior to Zendesk, Brianne worked on user growth at Expedia including building and launching a new product in China.

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THE ROLE OF PRODUCT AND PRODUCT TEAMS IN LARGE AND SMALL ORGANIZATIONS

DHEERJA KAUR HEAD OF PRODUCT AND DESIGN AT SKIMM
Product plays a very different role within organizations both big and small. Learn how to think about defining the role of product through the different stages of a company, how to instill product thinking throughout the organization, and how to build the right product team for your company.

Bio

theSkimm is a company that focuses on delivering news and information into the routines of female millennials. They have an audience of millions who engage with them daily via their newsletter, app, and audio/video products. Prior to joining theSkimm, Dheerja was an engineering and product leader at ESPN.

BREAKOUT STAGE

Talks from product leaders at Box, Optimizely, and elsewhere continue on our Main Stage. Three talks take place before lunch, with two more happening afterward.

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LEADING PRODUCT MANAGEMENT EXCELLENCE

JEFF LASH VP & GROUP DIRECTOR, PRODUCT MANAGEMENT AT SIRIUSDECISIONS
Beyond just “what does good product management look like,” this talk is for product leaders looking to build, develop, manage and organize a world-class product management organization. Perfect for VP’s and CPO’s, this session will focus more on the teams and organizations that build product vs. the product itself.

Bio

Jeff is a recognized thought leader in product management, with nearly two decades of experience in the development of Web-based and SaaS products. He works with b2b product management leaders to help them elevate the abilities and expertise of their teams and create world-class product management organizations.

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BUILDING CONSUMER-GRADE EXPERIENCES FOR THE ENTERPRISE

CIARA PETER SENIOR DIRECTOR OF PRODUCT AT BOX
With the complexity of multiple stakeholders and the increasing purchasing influence of end users, the bar is higher than ever for enterprise UX as companies pioneer business models beyond traditional SaaS. Learn how to apply consumer grade growth, engagement, design, and prioritization strategies to increase adoption of your products.

Bio

An executive with 10 years of experience bringing segment-leading products to market, Ciara currently oversees product management of all Box core applications across web, desktop, and mobile platforms. On the BetterWorks founding team she led product from inception to multi-million ARR with hundreds of B2B customers, including 3 of the Fortune 10. Prior to this, Ciara held leadership roles in strategy, UX, and mobile at Salesforce, where she earned “top inventor of the year” recognitions for 22 technology patents.

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END SQUEAKY WHEEL SYNDROME BY CHANGING HOW YOU PRIORITIZE

JENNY WANGER SENIOR PRODUCT MANAGER AT SPOTHERO
Many people decide what to build next using the “squeaky wheel” prioritization method, where the person screaming the loudest gets their way. This session will not tell you the one true way to prioritize what you do next. Instead, we will focus on the basic principles of prioritization: customer needs, business outcomes, and available resources. Through some interactive exercises, we’ll look at a few of the most popular prioritization frameworks and examples of how they’re used in companies around the globe.

Bio

Prior to SpotHero, a top-ranking app that helps people park easier, Jenny ran the developer experience team at Arity, a startup founded by Allstate in downtown Chicago, and consulted for companies large and small as the owner of Avenir Design. A researcher at heart, she only feels properly dressed when there’s a pack of post-it notes in her pocket.

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MASTERING SAAS PRICING: HOW TO PRICE & PACKAGE YOUR PRODUCT FROM MVP TO IPO

KYLE POYAR SENIOR DIRECTOR OF MARKET STRATEGY AT OPENVIEW PARTNERS
Building great products is hard enough — but pricing them can be just as tricky. Pricing and packaging is one of the most powerful, yet overlooked, levers to drive growth in a SaaS business. In this talk, you’ll learn how to approach pricing & packaging in a data-driven matter, gain an understanding of the best monetization strategies for each stage of your company’s growth, and hear case studies on the dramatic impact of pricing & packaging from leading SaaS companies.

Bio

Kyle helps OpenView’s portfolio companies accelerate growth through marketing, strategy and pricing initiatives. Previously, he was a Director at Simon-Kucher, the world’s leading pricing strategy consultancy, where he led monetization initiatives for some of the world’s fastest growing tech companies.

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EXPERIMENT-DRIVEN PRODUCT DEVELOPMENT: WHAT WE’VE LEARNED FROM 1 MILLION+ EXPERIMENTS

JON NORONHA DIRECTOR OF PRODUCT MANAGEMENT AT OPTIMIZELY
When it comes to product development, experimenting badly can be worse than not experimenting at all. As one of the most powerful tools available to product teams, when done right experimentation allows teams to iterate gradually and validate ideas with data. While experimentation is increasingly becoming a staple of most product teams, many are struggling to do it right. During this talk, Jon will share his blueprint for avoiding the experimentation mistakes and faulty A/B testing habits that can lead product teams down the wrong path.

Bio

Kyle helps OpenView’s portfolio companies accelerate growth through marketing, strategy and pricing initiatives. Previously, he was a Director at Simon-Kucher, the world’s leading pricing strategy consultancy, where he led monetization initiatives for some of the world’s fastest growing tech companies.

FIRESIDE CHATS

The lower level of INDUSTRY opens up, where we’ll host five fireside chats throughout the day… with three taking place before lunch, and two more happening afterward.

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PRODUCT ANALYTICS

SPENSER SKATES CO-FOUNDER & CEO AT AMPLITUDE
Many organizations talk about being “data-driven” — but what, exactly, does that mean? For many software companies, a big part of being “data-driven” means having a solid analytics strategy. In this live INDUSTRY Interview, we’ll discuss what software companies should be thinking about when it comes to analytics.

Bio

SPENSER SKATES

While building the core product for his previous company, text-to-voice app Sonalight, Spenser grew frustrated with the existing analytics tools available. He was desperate to understand how his customers were using his product so, in 2012, he set out to solve the problem and built Amplitude, an analytics product for product people now used by more 5,000 companies like Microsoft, Paypal and Capital One.

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ROADMAPPING

LATIF NANJI CO-FOUNDER & CEO AT ROADMUNK
JACKIE BAVARO HEAD OF PRODUCT MANAGEMENT AT ASANA, CO-AUTHOR OF CRACKING THE PM INTERVIEW
Sometimes, building product isn’t the biggest challenge — it’s determining which products to build. Product roadmaps are meant to be helpful artifacts for our product organizations, but creating the right roadmap can be an agonizing process. And to some, no roadmap is the right roadmap. In this live INDUSTRY Interview, Latif and Jackie will discuss how product people can make the most of product roadmaps.

Bio

JACKIE BAVARO

Jackie is Head of Product Management at Asana, the popular work-management app for teams. Jackie joined Asana pre-launch as the first PM, and has been instrumental in Asana’s growth and category leadership ever since. She’s also the author of the best-selling book Cracking the PM Interview, and writes regularly on Medium about the craft of product management. Before Asana she worked at Google and Microsoft.

“UNCONFERENCE”-STYLE SMALL GROUP DISCUSSIONS

Attendees who wish to dive deeper on specific topics can do so here, where small groups form and dig in on various topics.  Attendees can even offer to recommend and lead sessions — as well as vote, in advance, on the topics they wish to see discussed.  Sessions take place both before and after lunch.

WEDNESDAY October 3rd at 4:00 PM

The last keynote of the day wraps up at 4:00 PM and is followed by a Happy Hour with an open bar and plenty of delicious food. The Talk Shop stage will feature an intimate conversation with the previous two keynote speakers. At 6:00 PM, we’ll all leave with new ideas, friends, and feeling refreshed.