Amplitude's VP of Product, Justin Bauer, discusses how companies need to adapt to succeed in the product-led era. Product is now your distribution center, your competitive advantage, and your main driver of customer loyalty.

1. HOW TO WIN IN THE
PRODUCT-LED ERA

2. JUSTIN BAUER
VP of Product
Our mission is to help companies
build better products

3. We are entering a new era...
Digital technologies are providing new
capabilities and insights to help athletes of all
levels. This.. will add considerable value on our
journey to deliver new world-class sports
experiences.
- Herbert Hainer, CEO

4. We are entering a new era...
I believe that in 5-10 years Volaris
will be a digital operation that
flies airplanes.
- Enrique Beltranena, CEO

5. The era of the Product-led company
We are entering a new era...
This.. launch of our direct-to-consumer
services mark an entirely new growth strategy
for the company, one that takes advantage of
the incredible opportunity that changing
technology provides us to leverage the
strength of great brands.
- Bob Iger, CEO

6. The era of the Product-led company
We are entering a new era...

7. Sales-led
companies
Marketing-led
companies
Product-led
companies
The era of the Product-led company

8. Sales-led companies

9. Marketing-led companies

10. Product-led companies

11. The ones who are leading
this charge are doing very well

12. And with this the rules of
engagement are changing
1
Product is your
distribution center
2 Product is your
competitive advantage
3 Product is your
driver of customer loyalty

13. How do you win in this new era?
“Move fast
and break
things.”
“Day 1
companies make
high-velocity
decisions.”
“We must
innovate at a
relentless pace.”

14. is what leads to
building a great product
“It’s not the strongest of species that survive, nor
the most intelligent, but the one best able to
adapt and adjust to change.”
- Darwin
SPEED & AGILITY

15. Why don’t companies move quickly?
Poor at understanding the needs of customers
Those that are closest to the customer don’t have
the autonomy to make decisions
No one is held accountable to execute

16. Interact with the
customers directly
Use data to inform
product discovery,
not validate
decisions
Deep dive into data
to understand user
behavior
Best in class companies
are customer obsessed

17. Critical event = making a purchase
Product Analytics Formula (Engagement) = Breadth x Depth x Frequency
Best in class companies
are customer obsessed

18. Best in class companies
decentralize decision making
Those closest to
customers have
the power to act
Leadership aligns
around vision, not
direction
Teams optimize
for speed because
they can directly
access data

19. Best in class companies
decentralize decision making

20. Analytics stack didn’t empower product to make decisions

21. Analytics Stack

22. Best in class companies
hold product accountable to business outcomes
Held accountable
to an outcome
versus a schedule
Outcome rooted in
real business
objectives
Everyone has
visibility into
progress

23. Best in class companies
hold product accountable to business outcomes
OKRs
objective, key results

24. To recap..
Best in class companies are customer obsessed
Best in class companies decentralize decision making
Best in class companies hold product teams
accountable to business outcomes

25. Thank you!
@justinjbauer
justin@amplitude.com