2019 Agenda - Industry

2019 AGENDA

WORKSHOPS

MONDAY SEPTEMBER 23rd

8:00AM – 12:00PM & 1:00PM – 5:00PM

INDUSTRY Workshops, for Conference Plus and Superpass holders only, will take place on Monday, September 23rd 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. Please keep in mind that these sessions will sell out.

MAIN STAGE

TUESDAY 24TH & WEDNESDAY 25TH SEPTEMBER

The Main Stage session kicks off on Tuesday at 9:00AM with a keynote and continues through the day until 4:30PM, when the official Happy Hour begins. Then on Wednesday, after a keynote, attendees will break from the Main Stage to attend breakout sessions, Talk Shops and/or unconference discussions. At the end of the afternoon, attendees will return to the Main Stage for one last keynote, followed by another Happy Hour at 4:00PM.

A CONVERSATION WITH COMMON

COMMON GRAMMY & ACADEMY AWARD-WINNING ARTIST & ACTIVIST
Throughout Common’s award-winning career in hip-hop, film and television — one thing has always been constant. Common has always been a creator. In this discussion, we’ll not only talk about Common’s career as a Grammy and Academy Award winning artist, but will dig deeper to learn more about how he continues to push himself to innovate, understand more about his creative process, and talk through how Common’s work may even actually apply to the life of a product person.

Bio

Hip hop artist Common is one Tony Award away from becoming an EGOT—Emmy, Grammy, Oscar, Tony—winner. And that’s not counting his Golden Globe or any of the other numerous awards he’s won. Throughout his career he has used his art as a platform to change people’s perspectives, promote more diverse narratives, and inspire people to movement.

BUILDING PRODUCTS THE BASECAMP WAY

JASON FRIED CEO & CO-FOUNDER OF BASECAMP
At INDUSTRY 2017, we hosted Jason Fried for a discussion on ideas. At INDUSTRY 2019, we go deeper with Jason and decipher the model of work that Basecamp uses on a daily basis to build, launch, and grow its suite of world-class products.

Bio

Jason returns to the INDUSTRY stage where he wowed attendees in 2017 with his insights on the nature of being creative. He’s the co-founder and CEO of Basecamp, a renowned project collaboration product, and co-author of several seminal books on modern work practices, including Rework and most recently It Doesn’t Have to Be Crazy at Work.

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MAKING TIME FOR WHAT MATTERS

JOHN ZERATSKY CO-ARCHITECT OF DESIGN SPRINT FRAMEWORK
Most of our time is spent by default. At work and at home, the hours and days slip away as we react to our smartphones, calendars, and requests from other people. But what do you want? What’s important to you? This talk—by the bestselling author of Sprint and Make Time—will show you how to make time for the things that matter. How to do better work, restore balance, and take control of our time and attention.

Bio

John Zeratsky was a designer in the tech industry who became obsessed with the idea of redesigning time. He is the bestselling author of Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days and Make Time: How to Focus on What Matters Every Day. John’s writing has been published by The Wall Street Journal, TIME, Harvard Business Review, Wired, Fast Company, and many other publications. John has appeared on stage more than 100 times, including at Harvard University, IDEO, and the Code Conference.

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WORKING ON PRODUCT TEAMS THAT SCALE

NIKITA MILLER GROUP PRODUCT MANAGER, TRELLO AT ATLASSIAN
Nikita Miller has spent her career in successful, high-growth companies as an early product leader. She’s been a part of multiple teams nearly tripling in size over the course of just a couple of years and has seen first-hand what it takes to scale product teams. In this talk, Nikita will share more about distilling product principles, hiring factors that should be considered when scaling, and how executive summaries can keep a product team focused.

Bio

Nikita Miller is passionate about building great teams and products. A creative, resourceful, product manager, with experience in every meaningful aspect of product development and its application globally, Nikita currently serves as a Group Product Manager for Trello at Atlassian. Previously, she was an early product leader at multiple high-growth startups, including Knewton and Pixable. Nikita earned her MBA from the NYU Stern School of Business.

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BECOMING A MASTER INNOVATOR: THE 5 HIDDEN SKILLS OF GREAT INNOVATORS

BOB MOESTA CEO AT THE REWIRED GROUP, CO-ARCHITECT OF JOBS-TO-BE-DONE
Most companies manage Innovation as if luck was involved, a probability of success and a portfolio of bets, big bets. For Bob Moesta, Experimentation, perspective, details and knowledge are is essential, but great innovators have all this balanced with a fast-paced, continuous and affordable learning cycles. In this presentation, Bob reflects on his experiences of launching more than +3500 innovations and working with +20,000 innovators and gives an overview of his five hidden skills for becoming a master innovator. Bob puts his own innovative twist on the skills of perspectives, systems, progress, experiences & prototyping that get everyone thinking at a different level. Beginning with an understanding of both his “Jobs To Be Done” theory of approaching product innovation and the complex needs and desires that motivate consumer behavior, Moesta explains innovative prototyping and designing experience that do the Jobs, and outlines his prototyping strategies for connecting consumer JTBD with products and services that deliver.

Bio

Entrepreneurs and enterprise leaders alike recognize the importance of innovation, but few harness it effectively. Bob Moesta helps make it more predictable and successful. Among the principal architects of the Jobs to be Done theory in the mid-90s along with Harvard Business School Professor Clayton Christensen, Moesta has continued to develop, advance and apply the innovation framework to everyday business challenges. Currently president & co-founder of The ReWired Group, a Detroit, Mich., Innovation consultancy & incubator, he is also a fellow at the Christensen Institute.

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THE SECRET TO MAKING YOUR MARKETING TEAM LOVE YOU (AND DRIVE MORE USERS TO YOUR PRODUCT)

CLAIRE SUELLENTROP CUSTOMER INSIGHTS & GROWTH CONSULTANT FOR SAAS COMPANIES
Product and Marketing are ultimately striving for the same things: a successful product, highly-engaged customers, and a thriving company. So why is there so often friction — and sometimes, downright conflict — between these two teams? During this talk, you’ll learn the most common triggers of tension between Product and Marketing departments, and how to address them if they’re happening at your company. Plus, you’ll walk away with practical exercises you can run with your marketing team to develop a stronger relationship and get everyone working toward the same goals — which, ultimately, gets more people than ever to use your product.

Bio

Claire is the co-founder of Elevate, a boutique consultancy that provides marketing & growth guidance for fast-growing SaaS companies. She loves helping teams develop greater empathy for their customers, and find marketing messages that create stronger connections (aka: higher conversions). Claire has helped B2B & B2C SaaS companies like Wistia, FullStory, Edgar, Death to the Stock Photo, and Calendly get out of the “echo chamber,” and inside their best customers’ heads. She’s also spoken internationally about the impact of customer research, and her methods have generated record-breaking email open rates, click-through rates, and new user signups for her clients.

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THE PRODUCT-MARKET-FIT ENGINE

RAHUL VOHRA FOUNDER & CEO OF SUPERHUMAN
Often times, finding true product-market-fit can be the most difficult part of the process in launching a new product. In this talk, Rahul shares his predictable and repeatable process for finding and optimizing product-market-fit for SaaS products.

Bio

Rahul is the founder and CEO of Superhuman, the fastest email experience in the world. Superhuman users get through their inbox twice as fast as before — and many see Inbox Zero for the first time in years! Previously, he founded Rapportive, the first Gmail plugin to scale to millions of users. Rapportive was acquired by LinkedIn, where Rahul led email integrations. GQ once described him as “50% hair, 50% brain”.

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MOVING UP INTO PRODUCT LEADERSHIP

RICH MIRONOV SMOKEJUMPER PRODUCT EXECUTIVE & CPO MENTOR
Product managers manage products; product leaders manage teams of product managers. What’s different about that next job up? How can product managers signal their interest and expand their leadership skill set?

Bio

Rich is a 35-year veteran of Silicon Valley product management including 6 startups. He is a smokejumper product executive – parachuting into software companies to run product teams on an interim basis – and has coached scores of product leaders. He’s been blogging about software product management since 2002 and his “Art of Product Management” (2008) was one of the first books on the subject.

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BUILDING & SCALING PRODUCTS WITH A DISTRIBUTED TEAM

JESSICA TIWARI VP OF PRODUCT MANAGEMENT AT UPWORK
Given workforce preferences and economic trends, it’s now the norm that the talent we need to design, build, and scale our products is distributed. We’ll look at some of the best practices in maximizing the impact of a distributed team.

Bio

Jessica Tiwari is VP of Product Management at Upwork (previously oDesk), a $1B+ two-sided marketplace. She is currently responsible for monetization and the acquisition, growth and retention of the Small Business segment. During her tenure she led the first major shift in the company’s pricing strategy, built Upwork’s subscription offerings and launched oDesk’s escrow solution. Jessica’s passion to build a business that enables freelancers to attain more freedom and flexibility comes from her experience freelancing as a classical musician in a past life.

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BUILDING PRODUCTS FOR HUMANS

SHIREN VIJIASINGAM CHIEF PRODUCT OFFICER AT GENERAL ASSEMBLY
People have lives outside technology. We don’t use software products in a vacuum. But how do you measure the human friction that exists outside your product screens? In this talk, Shiren shares some common traps and pitfalls that even the strongest teams fall into when building products, and some practical tips to avoid them. You’ll learn how you can build whole product experiences with a few fundamental service design techniques you can implement in your next sprint.

Bio

A seasoned product management executive who builds and scales diverse product, design, engineering, and data teams, Shiren currently serves as Chief Product Officer at General Assembly. Prior to GA, Shiren held product leadership roles at Weight Watchers International (WTW) and College Board — managing product portfolios from start-up to large public & PE-backed organizations as well as leading scaled transformations to drive renewed business performance.

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POWERFUL PRODUCT POSITIONING – HOW TO MAKE YOUR MARKET WORK FOR YOU

APRIL DUNFORD CEO AT AMBIENT STRATEGY
Positioning can make or break a new product, yet it rarely gets the attention it deserves. In this talk, I’m going to outline a product positioning process that will shine a spotlight on your product’s best features. I will also give re-positioning examples and show the impact on the overall business that resulted from that shift in context.

Bio

April Dunford is an executive consultant, speaker, and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career running Marketing, Product and Sales teams at a series of successful startups. www.aprildunford.com

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.

BREAKOUT SESSIONS

WEDNESDAY 25TH SEPTEMBER

After attendees break from the Main Stage keynotes, the Breakout Stage opens featuring product leaders from across many industries speaking on a variety of challenging topics.

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A/B TESTING PITFALLS & LESSONS LEARNED

LINDSAY BROTHERS PRODUCT MANAGER AT INDEED
Indeed runs hundreds of A/B tests, creating thousands of experiences for millions of job seekers. In this talk, Lindsay shares more about the A/B testing processes that she has worked through, with examples, challenges, and lessons learned along the way.

Bio

Lindsay is a Product Manager at Indeed, the world’s #1 job site, with over 200 million unique visitors every month from over 60 different countries. Lindsay leverages data and A/B testing across the job search process in order to make decisions to help people get jobs.

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OVERCOMING COGNITIVE BIASES (PRODUCT MANAGERS ARE PEOPLE, TOO!)

KENNETH SANDY VP OF PRODUCT MANAGEMENT AT MASTERCLASS AND UNIVERSITY OF CALIFORNIA
How to recognize and avoid the many belief, behavioral, and social biases, which flaw much human decision making, in your role as product manager. Confirmation bias, authority bias, reputation risk, survival bias and sunk-cost fallacy are rife in organizational decision making and during customer and product validation. Talk will include examples and practical tips to use right away.

Bio

Ken Sandy is a 20+ years veteran in consumer and enterprise internet Product Management. Currently, Ken serves as VP of Product Management for MasterClass and is an Instructor at the University of California – Berkeley. Previously, Ken served as VP of Product Management at lynda.com, a leading online education platform, acquired by LinkedIn for $1.5b. Throughout his career, Ken consistently defined, launched and managed award-winning, innovative Web and mobile products loved by customers and used by millions of users across 60+ countries — and pioneered and continues to teach the first Product Management course offered in the Engineering school at UC Berkeley, now with over 400 PM alumni.

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BUILDING & SCALING PRODUCTS TO INTERNAL CUSTOMERS AT THE WORLD’S LARGEST RETAILER

VANATHY LAKSHMI SENIOR DIRECTOR, DIGITAL PRODUCT MANAGEMENT – MERCHANDISING AT WALMART
Building products is rewarding. But building products that affect both internal stakeholders and external customers at massive scale is next-level. In this talk, Vanathy will share the methodologies that she and her team use to identify problems and outcomes in order to develop successful products within a massive organization like Walmart.

Bio

Vanathy is a passionate product leader who has worked in the retail industry for the last 13+ years. Currently, she is solving customer journeys within the Merchandising Organization at Walmart where she is responsible for building product teams and roadmaps that focus on Assortment Precision. Prior to this experience, she has experience in leading, building and shipping several complex products.

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FEED SUCCESS, STARVE FAILURE: CONTINUOUS PRODUCT MANAGEMENT

ELIZABETH AYER PRODUCT MANAGER AT 18F
For all we celebrate disruption, it can be, well, disruptive! Inside a business, nobody wants big lurches or major surprises. As a discipline, software engineering smoothed out releases through continuous delivery, but we on the business side still lurch in our strategy and choke on large budget chunks.

Bio

Elizabeth specialises in products for highly technical markets, solving problems around engineering change management. She cut her teeth managing the enterprise platform under automotive, shipbuilding, and factory verticals at Siemens and now manages the portfolio at Redgate Software, a mass-market B2B company for Database DevOps.

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LET’S PUT THE USER BACK IN UX

SARAH DOODY FOUNDER OF THRIVE UX CAREER COACHING
A lot of teams say they are “user focused” but what they say and what they do doesn’t always line up. When teams build blindly, based on assumption that they don’t validate, it’s a recipe for disaster. The best competitive advantage you can have is to know your users better than they know themselves. Armed with these insights, you can understand where people are, where they want to be, and what’s stopping them. And this is what you need to make a product that people actually want (and pay for) and not a product you hope they need.

Bio

Sarah Doody is a User Experience Designer and Entrepreneur. In 2011 Sarah co-created the curriculum for and taught General Assembly’s first ever 11-week in person UX immersive in NYC. Since then, she’s been educating product teams on the importance of research and storyboarding in product development. In 2017, Sarah founded her own product, The UX Portfolio Formula, which teaches UX professionals how to create a portfolio and prepare for job interviews. Over 1,100 students have enrolled and many have been hired at companies including Home Depot, American Express, Google, Amazon, Salesforce, Deloitte, Microsoft, Bayer Crop Science, and more.

TALK SHOP FIRESIDE CHATS

WEDNESDAY 25TH SEPTEMBER

After attendees break from the Main Stage keynotes, get up close and join product leaders in an intimate discussion about all things product from the Talk Shop stage.

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SPECIAL GUEST INTERVIEWER

KEN NORTON SENIOR OPERATING PARTNER AT GV (GOOGLE VENTURES)

Bio

Ken is a senior operating partner at GV (formerly Google Ventures) where he provides product and engineering support to more than 300 portfolio companies including Uber, Nest, Slack, Foundation Medicine, and Flatiron Health. Prior to joining GV, Ken was a group product manager at Google. In his years as a PM at Google, Ken led product initiatives for Docs, Calendar, and Google Mobile Maps.

Ken joined Google in 2006 with the acquisition of JotSpot, where he was vice president of products. Before JotSpot, Ken led product management at Yahoo Search. Back in the day when he was a software engineer, he was one of the first 50 employees of CNET and the founding CTO of Snap (which became NBC Internet).

Ken has written extensively about the craft of product management. His classic essay How to Hire a Product Manager became the playbook for a generation of PMs. He’s also the reason donuts and product management have become synonymous. You can find all of his writings at kennorton.com. His favorite donut is the old fashioned.

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PRODUCT MANAGEMENT IN LARGE ENTERPRISES

MICHEAL DERRY VP OF PRODUCT MANAGEMENT AT FEDERAL RESERVE BANK
JENNIFER METZ EXECUTIVE DIRECTOR, X1 PRODUCT MANAGEMENT AT COMCAST
We can all learn from the product people who help oversee products at high-growth technology startups. But what about really large organizations? How does product management work and differ? In this discussion, we’ll talk through large enterprise product management with two product leaders at large, enterprise-oriented organizations.

Bios

MICHAEL DERRY

Michael is the Vice President of Product Management for a large portfolio of enterprise products supporting mission-critical businesses across the Federal Reserve System. He is an experienced business and IT strategist and management consultant with over a decade of experience driving product lifecycle management, transformational change programs, innovation initiatives, product marketing, and business development for CXOs. Michael is passionate about how disciplined and well-designed strategies can generate impact and scale for businesses. He also has an extensive background in architecting organizational structures to support change management efforts.

 

JENNIFER METZ

Jennifer Musser Metz is the executive director of X1 Product Management at Comcast, where the platform has won multiple Emmy awards. She started on X1 prior to first customer ship, after a stint at Fancast XfinityTV.com. Before Comcast, she worked in the news business, primarily on multimedia news sites and stories. A proud Temple University and University of Florida grad, she lives in Philadelphia with her family.

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AGILITY IN CHAOS

VICTORIA KENNEDY PRODUCT MANAGER AT AXIOS
Product managers live in a world of constant change. Requirements change, developer estimates change, business needs change, etc. and everyone wants to be insured against it but we can’t. This conversation with Victoria will cover not only how to manage change, but how to embrace and power teams with it.

Bio

VICTORIA KENNEDY

Victoria Kennedy is currently a Product Manager at Axios helping build information products that are smart, efficient and news worthy of your time, attention, and trust. In the past she has worked as a consultant and seen lots of companies come, grow, and change. She loves Brooklyn but is figuring out how to never be cold again.

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ATTRACTING & RETAINING TOP-TIER TALENT

MAREN KATE FOUNDER AT AVRA TALENT PARTNERS
SHELLEY PERRY VENTURE PARTNER AT INSIGHT VENTURE PARTNERS
Some people believe that software products can only be as good as the people developing and managing them. If that’s the case, how can we ensure that we’re attracting and retaining the right talent for our product teams? What nuances are there? In this discussion, we’ll unpack these questions and more.

Bios

MAREN KATE

Maren Kate is an entrepreneur, writer, and pigeon fancier. She scaled her first venture-backed startup to over 400 people by leveraging a distributed workforce and cultivating a strong culture. Maren is now managing partner of AVRA Talent, a firm dedicated to connecting great companies and great people through meaningful work.

 

SHELLEY PERRY

Shelley is a technology evangelist, innovator, product strategist, and C-level advisor with over 20 years of experience growing IaaS and SaaS organizations, across both start-up and public companies. Shelley has a passion for growth stage scaling and turn-arounds. Currently, Shelley serves as a Venture Partner at Insight Venture Partners and joined the firm in 2016. Prior to Insight, Shelley had C-level technical roles at Dimension Data, HP, Ticketmaster, and elsewhere.

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SAAS PRODUCT MANAGEMENT

BRIAN CROFTS CHIEF PRODUCT OFFICER AT PENDO
ESTEBAN CONTRARES SENIOR DIRECTOR OF PRODUCT MANAGEMENT AT HOOTSUITE
Managing software products is difficult enough. But when you’re responsible for managing a high-growth, SaaS software product, there is even more to consider. From product nuances to new metrics, things are just different. In this discussion, we’ll dig into what makes SaaS products so unique and challenging to manage.

Bios

BRIAN CROFTS

Brian Crofts is the chief product officer of Pendo, a product cloud that helps teams build amazing products. Throughout a career in finance and product management, Brian has been responsible for building high-performing teams, achieving business results/growth, innovation, and change management. Prior to Pendo, Brian spent 12 years at Intuit, leading global expansion for QuickBooks, Intuit’s suite of accounting and payroll SaaS solutions.

 

ESTEBAN CONTRARES

Esteban Contreras is a Senior Director of Product Management at Hootsuite, the global leader in social media management software. Esteban has spent over a decade conceiving, refining and rethinking solutions at the convergence of marketing and technology. He is passionate about building effective product management and design teams who are customer-centric and mission-driven. In his time at Hootsuite, Esteban has led analytics and mobile products; product infrastructure, enterprise integrations, and machine learning initiatives; as well as the vision for social marketing solutions. He has advised and consulted for technology startups and growth companies in SaaS, gaming, social networking and ecommerce. Originally from Guatemala, Esteban lived in the United States before moving to Vancouver, BC where he now lives with his wife and two kids. The best way to connect with him is on Twitter @socialnerdia.

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AN IMAGINEER’S TAKE ON PRODUCT

MICHAEL STEIN TECHNOLOGY EXECUTIVE AT WALT DISNEY IMAGINEERING

Bio

MICHAEL STEIN

Michael Stein is a Technology Executive at Walt Disney Imagineering. In this role, he is responsible for leading software and technology infrastructure teams and products within Imagineering’s Technology Studio. The products they build ensure a strong technology foundation and enable creative and production teams to quickly and efficiently design and implement the attractions and other entertainment that drive parks and resorts.

“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.

WRAP-UP

WEDNESDAY SEPTEMBER 25th

The last keynote of the day wraps up at 3:30 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.