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LTP 2024 | Theme Announcement!

By Adrienne Tan

In the past four years, we have been buffeted by massive disruptions.
Product People who resist these disruptions will struggle.

That’s why the theme for the Leading the Product Conference in 2024 theme is “Disrupting the Product: Mastering When and How”.

We need to recognise when disruption is starting, and be able to respond effectively to the changes and challenges that it will bring.

Seasoned Product Managers understand that change is a constant, and we can attest that the global macroeconomic and social landscape has experienced profound changes in the last four years.

The onset of the COVID-19 pandemic left indelible imprints on the global economy. In 2020, it triggered a notable decline in international trade while compelling a rapid acceleration of digital transformations across various industries. Subsequently, in 2022, the tech industry underwent a tumultuous period characterised by substantial layoffs at giants like Google, Meta, and Salesforce.

The repercussions of this downturn reverberated throughout the start-up sector, leading to a discernible impact on funding. According to KPMG’s Q2 Venture Pulse Report for 2023, investment plummeted to a mere US$1.1 billion, starkly contrasting the US$3.64 billion invested during the same period in 2022.

Consequently, we find ourselves adapting to evolving competitive environments and striving to thrive within them. Our goal is not just to weather change but to flourish amidst it.

LTP 2024 | Disrupting the Product: Mastering When and How

At Leading the Product in 2024, our primary focus will be on mastering disruption – both proactively and reactively. By honing our ability to detect early warning signals, we can respond proactively with effective solutions once the threat materialises.

To effectively anticipate potential disruptions to our products, we must remain vigilant and attuned to various triggers that can signal impending changes. We can strategically plan to disrupt our product and anticipate disruptions arising from internal and external sources. With this in mind, we can adopt a proactive stance to navigate and thrive amidst disruption.

We will be exploring the theme of “Disrupting the Product” by considering some critical triggers of disruption and look to how we can master them.

Internal Innovation

Among various strategic growth options, one approach is to disrupt our products by seeking innovative and more effective solutions to address the same customer needs. This could result in the introduction of new products featuring different business models, cost-effectiveness, or superior solutions to address customer challenges. Failing to embrace self-disruption proactively may leave us vulnerable to external forces that may take the reins of change on our behalf.

Market Threats

We must stay vigilant for threats that could undermine our market share and competitive edge, and refrain from complacency based on our organisation's size, history, or market position. Instead, we must diligently monitor our competitors, new entrants, and adjacent suppliers who may present quicker and more effective solutions to the same customer problems. Overlooking these signals and failing to strategise on how to navigate market threats deftly can result in dire consequences such as a loss of market share, decreased profitability, and the risk of becoming irrelevant in the business landscape.

Business Growth Surge

We often associate product disruption with negative external factors. Still, it's crucial to recognise that positive events, like rapid expansion, can equally influence our products and our approach to product development. While we embrace growth, we must closely observe how it affects product quality and the dynamics within our teams. If we detect unintended consequences, it's imperative to proactively address these issues before they escalate into more profound and persistent challenges that become more expensive to resolve.

Unexpected Opportunity

It's important to be attuned to unforeseen opportunities that may disrupt our existing strategic roadmap while also presenting enticing pathways for expansion. These opportunities could take various forms, but it's crucial to recognise that embracing such opportunities may necessitate a re-evaluation of our plans, and careful consideration is essential to ensure alignment with our long-term goals, risk profile and strategic vision.

Reputational Concerns

Any rumours or negative information circulating about an organisation or product can substantially threaten revenue streams and brand equity. To mitigate the potential impact of damaging rumours, it's essential to be proactive. This involves not only being aware of what's being said but also having a well-crafted narrative ready to shape or influence public sentiment in a direction that safeguards your product and company.

Economic Changes

Monitoring various economic indicators – such as inflation rates, economic growth forecasts, and consumer spending patterns – is essential in a fluctuating global economy. These shifts can have far-reaching effects on our product's performance and viability in the market. To thrive (or survive), we must recognise these economic indicators as opportunities to win by offering more competitive positioning.

Capability Limitations

Sometimes, we can be the source of potential threats to our own product. As our organisation faces new and unforeseen challenges, there might be instances where our team lacks the capability, mindset, experience, or established methods to address these issues effectively. By approaching internal challenges with a growth mindset, we can transform these hurdles into opportunities for advancement and innovation.

Technology Advancements

An evolving technological landscape may demand the introduction of new products or product enhancements. While we don't want to dismiss every emerging technology as hype and be relegated to a laggard in adoption, we also don't want to adopt every new technology trend blindly. Instead, we must clearly understand its value proposition within our strategic direction – not make a strategic direction for a technology trend.

Social Shifts

Disruption doesn’t just happen at the crossroads of technology and market demand. It collides head-on with society, culture, and politics – the mechanisms that shape our world. These prevailing systems that govern our lives possess the capacity to profoundly disrupt our products and our approach to managing and growing them. While disruption often spells challenges, it also offers unparalleled opportunities to drive positive change.

Internal Friction

To ensure the continued success of our products in the market, we must foster collaboration among our internal teams, including Engineering, Design, and Marketing. One of the most significant challenges to our products' sustained growth lies in the potential resistance within our teams to work cohesively. This resistance poses a disruptive threat to our ability to maintain relevance in the face of competition and sustain growth. We must consistently fortify our working relationships and operational methods to prevent internal focus from impeding product development and adaptation to external market dynamics.

At LTP 2024, our speakers will impart invaluable insights and expert strategies to empower you in weathering disruptions and skillfully leveraging them to your advantage.

They will unveil a well-crafted formula for not merely surviving but thriving amid these transformative events.
We invite you to join us to gain the knowledge and skills needed to navigate these triggers effectively. By participating, you’ll equip yourself with the tools to ensure your products maintain their resilience and innovation in an evolving business landscape.

Are you interested in the theme and can’t wait to hear our speakers talk about their adaptive skills to disruption? 
Then get your tickets now.