Cleveland Public Library | 1:00PM on Wednesday, September 13th

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Arrive early to deep-dive with experts into product challenges specific to your industry.

Product Collective has brought together three of the most respected product leaders around, Dan Olsen, Cindy Alvarez and Bob Moesta, to deliver the official INDUSTRY Working Sessions in 2017. Attendees choosing the All Access option will have the choice of attending one of these 4 hour sessions on the afternoon of Wednesday 9/13, the day before the main conference kicks off. The working sessions will take place at the Cleveland Public Library — Louis Stokes Wing. Spaces are available on a first come, first served basis.

Option #1: How to Achieve Product-Market Fit  SOLD OUT


Dan Olsen

PM Consultant & Author, The Lean Product Playbook | Menlo Park, CA

Dan Olsen is a product management expert and author of The Lean Product Playbook. Based in Silicon Valley, Dan helps CEOs and product leaders build better products and stronger product teams as a hands-on consultant, trainer, and coach.  His clients include Facebook, Box, and UserTesting. Prior to consulting, Dan held leadership roles at several startups and at Intuit.


In this Working Session, Dan Olsen will share his 6-step Lean Product Process for how to iterate your way to product-market fit from his bestselling book The Lean Product Playbook. The Working Session starts with how to understand, define, and prioritize customer needs. You will learn how to formulate your value proposition to ensure your product is differentiated from the competition. You’ll also learn how to define and build an MVP prototype to test your value proposition with customers. The Working Session will also explain how to translate what you hear from customers into actionable learning so you can rapidly iterate and improve your product. Working Session concepts will be illustrated via real world case studies and class exercises.

Option #2: Challenging Our Assumptions


Cindy Alvarez

Principal Design Researcher, Microsoft | San Francisco, CA

Cindy Alvarez is a Principal Design Researcher at Microsoft, and the author of Lean Customer Development: Build Products Your Customers Will Buy.  She has previously was Head of UX at Yammer and held leadership positions in design, product management, and research in a number of other technology startups. These days, she uses her background in Lean tactics to help drive intrapreneurial change within Microsoft. She’s a frequent speaker on UX, Lean, and tech culture, and blogs at


In every product team there are dozens of assumptions masquerading as knowledge. Most of these are survivable – we can still ship product features, we can retain enough customers. But unless we challenge those assumptions, we’re missing out on new opportunities and leaving ourselves vulnerable to competitors.

In this Working Session, we’ll cover:

  • Where are we today? Identifying our starting assumptions
  • What are our customers doing? What do they need?
  • Cognitive biases – what’s keeping us from questioning what we’re doing today?
  • Biased and ineffective questions that you’ll want to ask (and what to ask instead)
  • Why do you want that? Turning customer requests (demands) into opportunities for learning
  • What next? Once we’ve heard something surprising, how do we act upon it?

This workshop will combine lecture, individual exercises, and group participation.

Option #3: Jobs to be Done  SOLD OUT


Bob Moesta

President & CEO of the Re-Wired Group | Detroit, MI

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. A visual thinker, teacher and creator, Moesta has worked on & helped launch more than 3,500 new products, services and businesses across nearly every industry, including defense, automotive, software, financial services and education, among many others.


The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. Conventional marketing techniques teach us to frame customers by attributes—using age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually need.

The jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers’ lives. Customers rarely make buying decisions around what the “average” customer in their category may do—but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do.

Text taken from the Christensen Institute.