Alistair Croll is a bestselling author, entrepreneur, and event organizer (Startupfest and FWD50) who's written four books on tech and business, including Lean Analytics (widely considered required reading by startups everywhere.) His latest book, Just Evil Enough, is the result of a decade's research into go-to-market innovation. Packed with fascinating examples and practical frameworks, it shows how startups and challenger turn attention into profitable demand, unseating larger incumbents with novel, asymmetric strategies. In a world where companies over-index on product features—but neglect go-to-market strategy and distribution—Just Evil Enough shows how underdogs unseat their competitors through a subversive mindset, novel tactics, and caring less what others think.

In this talk Alistair will discuss the importance of subversive thinking in finding asymmetric advantage, and argue that the job of a product manager is not to build the features customers want, but to engineer the behavioural outcomes the business model requires—and that features are simply one way, and seldom the best, to accomplish that.

Key Takeaways:

Subversive Thinking: How to find and exploit asymmetric advantages.

Behavioral Engineering: Aligning product decisions with business model needs.

Go-To-Market Innovation: How underdogs turn attention into demand.

Event Agenda:

5:30 - 6:00 PM: Networking (in-person only)

6:00 - 6:45 PM: Presentation by Alistair Croll

6:45 - 7:15 PM: Moderated Discussion + Audience Q&A

7:30 - 8:30 PM: Networking (in-person only)