As products evolve, success isn’t just about adding new features—it’s also about knowing when to retire those that no longer serve their purpose. In this talk, Roni will share real-world experiences from Craft.io on the delicate art of killing a feature. Often built with the intent to help users, some features eventually see minimal usage or lose relevance due to market evolution and emerging alternatives. Maintaining these outdated features not only clutters the product, complicates the user experience, and distorts your product story, but also adds hidden costs in terms of ongoing maintenance and increased development complexity.

Roni will discuss the multifaceted challenges involved in this process—from the technical and financial implications to the emotional and operational difficulties of communicating change to customers. Removing a feature, particularly one that holds user-generated data, demands careful planning, empathetic communication, and a well-managed migration strategy to ensure that customers are not left without value. In this session, Roni will share the lessons they learned at Craft.io, including both their successes and failures, and offer actionable frameworks to help you decide when to sunset a feature and how to do it effectively.

What happens when a product executive hits rock bottom? Imagine the heart-stopping moment of a colossal, career-threatening failure - one that should lead to shame and flight. For Yael, this catastrophe was just the beginning of a story that ended in a standing ovation and meteoric growth. This session dares you to confront your deepest professional fears and learn to fight the primal human instinct to run away from mistakes. We will reveal the two crucial "muscles" we need to build, and share three essential, counter-intuitive tools you must deploy to not just survive your next screw-up, but to leverage it into your most significant professional wins. The failure is coming; the mastery is optional. Are you ready to fail like a pro?

When I joined the company as the first product manager, I discovered a product that was well-established, loved, and respected in the market. However, competition was growing stronger. Large competitors began eating into our market share, taking deals we were certain we would win.

 I realized that if we wanted to stay in the game, being good wasn’t enough - we had to be different. But how do you define a unique product strategy in a market full of competitors? I searched for answers, read countless articles, but nothing felt practical enough.

 Then, after a long search, I came across the Differentiation Canvas model. That was the moment everything became clear. The model provided a systematic way to take insights from users and competitor research and turn them into a clear, sharp strategy.

 I didn’t work alone. I brought the sales director into the process, and together we dove deep. We uncovered unexpected insights, refined our understanding, and created a clear picture of how we could differentiate our product in the market.

 Presenting the strategy to the leadership team was a defining moment. Not only did they approve it - they were excited. It wasn’t just a strategy; it was a new way of looking at the product and the market. More than that, it was the turning point we needed to get back to winning.

As Product Managers, we carefully craft and prioritize features, ensuring every slice of the product is well-baked. But do we stop to ask—are we serving it the right way? Do the teams interacting with customers truly understand its value and know how to position it?

As our product and company grew, I realized that without actively marketing our product internally—just as we do externally—our success would remain only on paper:

• Sales teams wouldn’t know how to explain new features
•  CSMs wouldn’t be able to drive adoption
•  A poorly communicated launch is almost like a launch that never happened

How Do We Slice Product Marketing the Right Way?

To bridge this gap in our team, we built a structured framework—release notes, sales enablement materials, user guides, demos, marketing messaging, and more. As our product scaled, we realized -
Product Marketing is not just a topping—it’s baked into the very foundation of product success! it’s a mindset that must be embedded into the daily work of every Product team!

It’s not a final step—it’s an ongoing process!

Join me to discover how to slice product marketing into every stage of development, ensuring that every new feature becomes a true success in the field.

After shutting down my startup—while live-tweeting the whole rollercoaster to tens of thousands on Twitter —I found myself leading Viber’s new dating app from scratch. Same goal: build fast, launch faster. Very different playground: a global company with 200M+ monthly users and a love for two-week sprints.

This talk is a crash course in sneaking startup tactics into a big company. How to ship an MVP before anyone notices, when to push forward like a founder, and when to accept that—yes—legal will need three weeks to approve a push notification. If you’ve ever tried to move fast in a place built for moving… medium, this one’s for you.

AI features are exploding in popularity, but building one that actually works for users is harder than it looks. The technology is new, the expectations are sky-high, and the rules are still being written.

The difference between a flashy demo and a product people trust comes down to a few critical choices: how you design for transparency, how you set (and reset) user expectations, and how you handle the weird, unexpected moments when your AI goes off the tracks.

In this talk, we’ll unpack the key lessons that turn your AI from “just another feature” into an indispensable tool. You’ll hear what works, what doesn’t, and how to skip the pitfalls that sink most products before they scale.

No matter where you are in your AI journey, you’ll walk away knowing how to make a product people actually want to talk to - and talk about.

Great product ideas don’t sell themselves—product managers do. Securing internal buy-in is a crucial yet often overlooked skill that determines whether your vision makes it from roadmap to reality.

Join Shefa Weinstein, a seasoned PM with 18 years of experience—including five at Gong—where she’s helped shape products in a fast-scaling environment. Shefa will break down the key stages of internal advocacy: convincing leadership to invest in your ideas, inspiring developers and designers to rally behind your vision, and ensuring GTM teams are equipped to champion your product in the market.

Through real-world examples from Gong she will share practical strategies for tailoring your message to different stakeholders, addressing their unique concerns, and fostering alignment across teams.

Walk away with actionable techniques to sharpen your internal pitch, build momentum for your ideas, and drive meaningful impact within your organization.

“SaaS is dead.” The AI panic is real. But at monday.com, a five-minute demo turned that fear into momentum.

It started as a scrappy experiment—no strategy deck, no big plan. This is the story of how that single moment sparked a company-wide shift, changing how 3,000 people think about AI.

This talk is a practical, bottom-up playbook on how small, visible wins can earn leadership buy-in, reshape culture, and help you ignite that same movement to transform your own products and company.

Context is king, and in embedded software, knowing your users' context is knowing your users.  

 When our users were performing well but behaving weirdly, observing them in the right context unveiled a strategic segment of users who endure serious friction just to use one feature, behave nothing like our core ICPs but generate >10X their revenue.
This talk details our surprising discovery and painful journey to prioritize our most valuable user segment.

Kobi will close each day with a unique and surprising summary of the conference talks.