Opening Keynote Topic: How to Achieve Product-Market Fit
Everyone working on a product is trying to achieve the same goal: product-market fit. But most products fail to do so. In this session, product management expert Dan Olsen will share advice from his book The Lean Product Playbook, which describes a simple but effective framework for achieving product-market fit. He will explain his Lean Product Process, a 6-step methodology that guides you through how to:
1. Determine your target customer
2. Identify underserved customer needs
3. Define your value proposition
4. Specify your MVP feature set
5. Create your MVP prototype
6. Test your MVP with customers
Dan will illustrate these concepts with real-world examples and a comprehensive case study. Come learn how to turn product management into more of a science than an art to improve your odds of success.
Dan Olsen is a product management consultant and author. Dan wrote the bestseller The Lean Product Playbook, a practical guide for how to achieve product-market fit. At Olsen Solutions, he works with companies to build great products and strong product teams. His clients include Facebook, Box, PayPal, Walmart, Medallia, and One Medical Group. Prior to consulting, Dan was a product leader at Intuit and several startups. Dan also founded the Lean Product community in Silicon Valley which has over 7,500 members.
You can find Dan on Twitter at @danolsen.
Speaker: How to Get Started with Jobs-to-be-Done
Jobs-to-be-Done (JTBD) has become one of the most popular and most discussed frameworks among product people as of late. Yet, while its simple in nature -- JTBD is often misunderstood, making it difficult for some to actually begin applying. Last year, Mike began applying JTBD principles to INDUSTRY: The Product Conference, with the following goals:
1. Identify common "struggling moments" among attendees at INDUSTRY.
2. Discover and introduce new features and "delighters" for attendees.
3. Improve overall attendee satisfaction.
In this talk, Mike shares what he's learned about JTBD in working directly with one of its architects, Bob Moesta — and specifically, how he began incorporating JTBD principles to improve INDUSTRY right away. If you're looking to become an expert on theoretical principles and very high level concepts related to JTBD, this talk isn't for you. However, if you want to not only understand some of the basics but actually get started with JTBD right away — and soon develop new features as a result — you'll get value from this talk.
Mike is the Co-Founder of Product Collective and Co-Organizer of INDUSTRY: The Product Conference, one of the top rated software product management conferences in the world -- with annual conferences taking place each Spring in Europe and each Fall in the United States. For his work at Product Collective, Mike was twice named as one of the Top 40 Product Management Influencers by Product Management Year in Review.
Mike serves as an Adjunct Professor of Design and Innovation at Case Western Reserve University -- having introduced its first ever undergraduate product management class -- and is the Co-Host of Rocketship.FM, one of the top podcasts for entrepreneurs and product people. Mike is also a frequent speaker and podcast guest, appearing in places like Productized, This is Product Management, Entrepreneur on Fire, Product Love, and elsewhere.