When building is easy, product wins

For years, product teams have been measured by how fast they can deliver. Shipping more. Shipping faster. The assumption was simple: speed wins.

That assumption is breaking down.

AI has made building software dramatically faster. A single person can now create in weeks what once required a team and months of work. This is real, and it is accelerating.

But here is what has not changed: most features still fail to create value. Not because teams moved too slowly, but because they built the wrong things. When building becomes easy, the hard question gets harder: Are we solving a problem that actually matters - for our business and the users?

We partnered with Future Product Days to survey 350+ product professionals across Northern Europe. What we found was a clear divide. Organizations with strong product leadership — those who invest in understanding what to build before building it — consistently outperform those still optimizing for delivery speed alone.

Building is now easy. Winning is not. The difference is product.

Product managers, designers, engineers, and leaders who influence what gets built and are questioning whether speed alone is still a competitive advantage. When building becomes easy, making the right decisions becomes the work. This session is about that shift.