AGENDA

What do Cinderella, Jane Eyre, Aladdin and the Ugly Duckling have in common? Their plot.

 Two decades ago the author Christopher Booker argued that throughout history there were only seven basic plots that writers have used. One of them, rags to riches, fits the four stories above.

 In the lecture I argue that throughout history there were only five basic stories that marketers have used (quite different from those identified by Booker). Knowing and understanding these five can be very useful to marketers, especially today – when marketers are frequently encouraged to tell stories. In the lecture I describe these basic stories as well as four storytelling methods that advertisers should use to overcome the major challenges advertisers face.

 The Microsoft Security Group has been at the forefront of providing device security solutions for enterprises. However, when we identified an exciting new opportunity to expand our reach to the SMB (Small and Medium-sized Business) market, we suddenly found ourselves feeling like the new kid in town.

We needed to familiarize ourselves with the dynamics of a new ecosystem, adapt to the needs of a different market segment, and face the harsh reality of a crowded, incentive-driven market.

In this session, I will share how we handled this challenge, including cost reduction, pricing adjustments, refining feature sets, and changing sales strategies.

Join us as we explore the lessons we learned, strategies we employed, methodologies we used, and the best practices that enabled us to effectively penetrate a new market segment.  

How a vision of one sentence inspired us in the process of designing and shaping our new app.  

How as a product manager you manage to bind all the pieces together: business, marketing, product, UX, UI & development into one coherent story that serves your brand vision & strategy and most importantly can tell one simple story to your customers 

Pango went through a thorough journey of shaping its vision which was led by designing and rebuilding our new application interface. As Pango VP product, I had the privilege of leading this process.  

I will share with you our takeaways, what worked for us, what didn't work, what we learned and what can serve you on your day today's work.  

And... will also have very interesting numbers to share, how this all merged into business KPIs and goals.  

A view of product management from a sales perspective, and how PMs can help in the sales motion and make a real impact on the business.

What’s the right strategy for a product in a category that doesn’t exist? 

How do you prioritise, design and monetise a product that everybody needs, but no one expects?

OK, so when fighting the loneliness of older adults living alone, the focus is on creating Companionship. But what will make ageing, lonely Americans accept a talking robot into their homes and lives? What do you focus on, implement, and measure - to know your product is on the right path - when it has no utilitarian purpose, and everything it aims to achieve is a growing set of experiences, gradually defined as a “relationship”. 

What is the role of the hardware? How do awareness and context blend in? And inevitably - any LLM / GenAI to speak of?

Organisations today are implementing product strategies to grow faster and more efficiently. An effective strategy lowers the barrier of entry and increases the likelihood of adoption, resulting in increased market share and revenue streams, accelerating business growth. During this session, we will explore how short time to market and unique innovation do not necessarily translate to revenue, and how the fastest route to significantly grow your business can be achieved by leveraging what you already have: your product We will explain WHY Thales moved away from selling an award-winning new solution in the emerging field of cloud- based software licensing, instead opting to extend its market-leading traditional licensing solution, adding cloud-based capabilities, and resulting in 20 times the adoption rate over the same period of time.

 Cellebrite introduced a Premium solution in 2016 for selected customers with a very high price point.

2 years later a competitor came with an offering for a much lower and disrupted the market.

Learn how Cellebrite reacted quickly & changed the business model and leveraged its install base to develop a new offering that grew the adoption by X10 and boosted the ARR.

Explore the behind-the-scenes journey of developing an AI-driven photo selection product — an AI culling solution for photographers. 

As a product manager at Imagen, an early-stage startup specializing in personalized AI editing services, I tackled the challenge of creating an innovative zero-to-one AI solution within a tight schedule and limited resources. 

Collaborating closely with data scientists and leveraging the expertise of our internal photographers, we navigated the complexities of working with AI models and adapted our product definition to establish trust with our customers. 

Discover the lessons learned and gain valuable knowledge for building AI products in challenging environments.

Organisations today are implementing product strategies to grow faster and more efficiently. An effective strategy lowers the barrier of entry and increases the likelihood of adoption, resulting in increased market share and revenue streams, accelerating business growth. During this session, we will explore how short time to market and unique innovation do not necessarily translate to revenue, and how the fastest route to significantly grow your business can be achieved by leveraging what you already have: your product We will explain WHY Thales moved away from selling an award-winning new solution in the emerging field of cloud- based software licensing, instead opting to extend its market-leading traditional licensing solution, adding cloud-based capabilities, and resulting in 20 times the adoption rate over the same period of time.

Deployment without formal authority is a significant challenge for Product Managers, and when it comes to AI, the complexity reaches new heights, almost like creating art in a scientific world. In this enlightening lecture, Julia will share valuable recipes from her career cooking book that pave the way to success and help prevent AI algorithm failures.
Join us as we explore practical strategies to get things done - the right way, empowering you to navigate the challenges of AI deployments with finesse.

Join us as we delve into product development within a dynamically growing market, where unprecedented challenges arise that differ from those encountered in mature and traditional markets. Using the thriving AI market as an example, we will explore the continuous process of product adaptation to meet market demands. Our discussion will revolve around an innovative approach that focuses on shaping the product to align with evolving market needs. By validating problem relevance and iteratively refining our hypotheses, we strive to bridge the gap and achieve success in this dynamic landscape.

What’s in it for the listener: A fresh, practical approach for implementing a concrete product methodology suitable for a dynamic market, along with insights on whether you are working on a product tailored for such a market.

The talk explores the intersection of product, AI, and decision-making.

As AI continues to exert a growing influence in our lives, achieving the right balance between human empowerment and AI-driven decision-making becomes a strategic imperative. This discussion examines when and how we should leverage each approach, and the optimal level of human involvement in the loop to effectively create AI-powered products.

Dive into the world of AI explainability and witness how it has transformed Intel's chip validation process. Discover how our AI-based product has simplified complex processes, making them more understandable and efficient. In this lecture, we will explore the pivotal role of AI explainability techniques in fostering customer understanding, building trust, and driving widespread adoption. 

Join us for a practical and results-oriented lecture on product discovery. Learn how to navigate the process of uncovering customer needs, and build your product strategy for success. Gain hands-on tools and takeaways to drive your product development forward. Don't miss this opportunity to chart your course towards strategic excellence.

In this talk, we'll be discussing a common problem we faced in Wilco - users getting stuck when building quests. Despite having a clear understanding of what they needed to do, they were still unable to complete the task. We suspected that writer's block may have been the culprit and decided to introduce the Wilco AI bot as a writing partner. This allowed users to collaborate and build the perfect quest they had in mind. We'll be sharing our experience with implementing this solution and how it can potentially help others facing similar challenges. Join us for an informative discussion on how to overcome creative obstacles with the help of AI technology.

I will share with you a method I developed during my last 20 years in the field of Branding, UI and UX in Israel and around the world.
The method will help you understand your product more deeply, connect you emotionally to them and more than that - the purpose design method will turn your products from technologies into unforgettable characters in the lives of your customers.

So, how does it work?

We will go through a program made up of 6 steps that you will need to implement in order to build a unique experience and create an emotional connection between your team, your product and grow trust and loyalty with your customers.
The methodology will help you understand how to include the purpose of your product in each and every feature
and help differentiate the product in the market and improve your ability to compete and inspire.

We are often asked to build a Product Strategy, but not always do we have the model to support our thought process and the integration of the different pieces. Converging the business side, company goals and market condition is the secret in generating an impactful Product Strategy.
In the talk I will present the 360 Product Strategy model which I co-developed as a consultant, used with my customers and using now in Taboola. We will go over the various parts of the model, learn how to get the info and how to connect it all together.
My name is Roee and I'm leading the eCommerce squad at Taboola, I previously managed Product and Presales teams in TOMIA and was a consultant for various companies in the domains of GTM, Strategy and more and, I love snowboarding!

Many companies have a strong Product department and a strong Data department. In this presentation, we'll discuss how we reached the state of working closely together in order to drive the product department to become a data-driven department. Every feature is discussed with an analyst, measured properly, tested statistically, and the final decision whether to deploy or not is based on data outcomes.

Guy Loel is an Israeli actor who has dedicated over a decade to exploring the world of mechanical puzzles.

What began as a hobby has evolved into a full-fledged obsession.

During this presentation, we will delve into the puzzle world to uncover valuable problem-solving techniques that can be applied to real-world challenges. He is also a member of IPP (International Puzzle Party).

This talk explores the power of a unified analytics platform, bridging collaboration gaps among diverse teams spanning marketing analytics, product analytics, and sales. By establishing a single source of truth, this integration promotes seamless cooperation and enriches data-driven decision-making. Highlighting the leadership capacity of product teams, the talk underscores their pivotal role in steering organizational transformation. The discussion extends to detail best practices for analyzing the entire user journey—from initial awareness to active engagement within the application. We will demonstrate actionable ways to boost conversion rates, ensuring long-term user engagement and maximizing value. Key to this success are strategic user segmentations and actionable data insights.

In today's B2B industry, many product professionals acknowledge the untapped potential of analytics data in their product work. They recognize that data holds the key to answering critical questions such as: “Does the feature deliver to the users the value we expected it will?” or “Did we make the right decision when selecting this UX solution for the feature over the other proposed alternative?”. In this talk, I will propose a novel approach to enhancing analytics insights by integrating the expertise of your UXers into the analytics loop.

 By involving UX experts who have crafted the UX\UI with these questions in mind, you can leverage their familiarity with both the queries at hand and the intricate details of the screens. Their unique perspective enables them to define the analytics events that yield the desired answers. Our methodology incorporates an analytics plan within each UX specification, ensuring seamless integration between design and data-driven decision-making.

 During this session, we will delve into our methodology, providing practical insights and showcasing compelling use cases. By highlighting the value of incorporating UX expertise into the analytics process, we aim to empower product professionals with a holistic understanding of their users, ultimately driving more informed and impactful product decisions.

While planning our growth strategy for 2023 our team at HoneyBook faced an exciting challenge. The previous optimizations we applied to our onboarding flow didn't yield the desired results, prompting us to seek a fresh approach.

Acknowledging the complexity of our product, we realized that combining data insights with genuine user empathy was the key to our success. Better understanding the users behind the funnel numbers and their pains led us to uncover a novel user segmentation approach, laying the groundwork for our growth strategy.

This lecture will explore how a data-inspired approach can unlock new opportunities for innovation and growth in any product. By infusing empathy into your data-driven decision-making, you can transform challenges into opportunities, foster innovation, and achieve exceptional growth for your products. Additionally, you'll gain insights into effective implementation of straight-line onboarding principles, quick testing techniques, and comprehensive impact validation, empowering you to secure stakeholder support for new product growth strategies and attain the results you are aiming for.

As companies race to take advantage of emerging opportunities to deliver new value through Generative AI, product teams are exploring effective ways to successfully embed Gen AI into their roadmaps using minimal resources.

Following his work on multiple Gen AI projects with various companies, Ofir developed a framework to help you navigate your journey from idea to full integration into your product and increase the probability of success.

In his talk, using real-world examples, Ofir will share key steps, challenges, best practices and resources you can use to nail your own Gen AI project or feature.