In B2B, most companies begin with a successful project. That win defines the DNA of the company — but it also creates a trap when the business wants to grow. Discovery gets skipped, stakeholders dictate solutions, and engineering is stuck firefighting.
We call this the “Egg Organization”: product teams are stuck in the yolk, surrounded by project demands that prevent them from driving real impact.
This talk shows how to break free. By aligning leadership, sales, finance, and product around outcomes instead of projects, companies can unlock scalable growth, accelerate delivery, and build products that truly serve customers.
What if the real reason your teams are stuck isn’t the product department’s process and practices, but the entire system you are embedded in?
This talk explores what it really takes to shift a B2B software company from project to product mode. Based on insights from the book From Project to Product Mode, we’ll focus on the seven organizational challenges that quietly undermine scalability: from sales behaviour and pricing logic to discovery, prioritization, and team structure.
Product Leaders will learn how to diagnose the systemic patterns that keep their organization reactive and what they can do to build momentum for real change. Whether you’re fighting project-mode habits, drowning in custom requests, or trying to scale a messy product, this talk offers a practical playbook to lead with clarity, influence beyond your team, and create the conditions for true product thinking.
This is not just about building better products. It’s about building a company that’s actually capable of doing so.
