Maintaining your lead after massive growth as learned by YouTube & IBM iX

When a product has established itself in a marketplace new challenges present themselves. Come to INDUSTRY in September to see how YouTube maintains its dominance and how important the role of evangelism is to IBM iX.

Much has been written about getting to the first 10 or 100 thousand users, but what happens when your product takes off and you have millions of users? Do you stop worrying about growth? Of course not — if anything your growth challenge becomes even harder. Come to INDUSTRY to hear Thabet Alfishawi share what he learned starting a Growth team for YouTube.

Nancy Kramer secured Apple as her first client in 1981. Since then her company, Resource/Ammirati, has continued to work with huge brands such as Victoria’s Secret, P&G and Nestle. At INDUSTRY she will speak about the role of evangelism in protecting your leader status and reflect on her company being IBM’s first creative agency acquisition, becoming part of IBM iX, the world’s largest design, digital and cognitive consultancy.

Join Thabet, Nancy, and more than a dozen other product leaders as well as hundreds of attendees this fall at INDUSTRY 2017.


Product Manager, Growth, YouTube/Google | San Francisco, CA

Thabet Alfishawi is a product leader at Google working on YouTube’s growth platform. Previously Thabet worked as a management consultant with McKinsey & Co., a policy advisor with an Egyptian presidential campaign, an investment professional at a leading private equity fund in the Middle East and a technologist at Procter & Gamble. Thabet holds an MBA from Stanford Graduate School of Business and a BSc. in Computer Science from the American University in Cairo.


Founder and Chairman, Resource/Ammirati; Chief Evangelist, IBM iX | Columbus, OH

With a belief that creativity and technology have the power to change the world, Nancy Kramer founded Resource/Ammirati with Apple as its first client in 1981. Over the next three decades, she grew the firm into a multi-office digital marketing pioneer with clients such as Victoria’s Secret, P&G and Nestle by delivering innovative, consumer-centric marketing experiences. In 2016, she helped usher in a new era for the company, when it became IBM’s first creative agency acquisition, becoming part of IBM iX, the world’s largest design, digital and cognitive consultancy.

Paul McAvinchey
Paul McAvinchey

For over 15 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. He's a co-founder of Product Collective, a 10,000+ strong worldwide community of product people. In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.

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