The 7 Ps of Product in Sketchnotes #LTPCon

This year, like many events, Leading the Product went digital and stepped up their game with a 7 Ps of Product theme.

It’s my 5th year on the LTP team as Ambassador and Sketchnoter I every year I am blown away by how the team steps up the quality.

But this post is not about how the event was run (sorry) but to share my sketchnotes of the day.

Visit to learn more about the event, and subscribe to updates so you don’t miss out on their next event.


Caitlin Blackwell – Head of Product, SEEK

Using Risks and Rewards to Solve Problems and Make Better Decisions

As Product People, we don’t have full autonomy over the problems we solve. There are often stakeholders to involve, disruptive voices to pacify and budgets to stick to. What can help is working with our stakeholders to define our product goals. Caitlin will provide a framework for framing the right questions and setting goals through using opposing risk and reward concepts. She will then show how setting the right product goal (reward) and identifying risks early can help your Products be more successful.

Making Better Product Decisions - Caitlyn Blackwell #LTPCon
Sketchnotes of Caitlyn Blackwell’s presentation at Leading the Product 2020


Frank McKenna – CPO,

The Power of Purpose

Frank will take us through the lessons learned from creating “living guidelines” for medical practitioners during the Covid-19 pandemic. He will explain how having a clear Purpose can unify diverse teams and motivate them to achieve more and deliver greater value to their customers.

The Power of Purpose - Frank McKenna #LTPCon
Sketchnotes of Frank McKenna’s presentation at Leading the Product 2020


April Dunford – Author, “Obviously Awesome”

How to Compete and Win Against Powerful Competitors

We operate in crowded markets and struggle to reach customers that are overwhelmed with choices. Strategic product positioning has never been more important and yet most companies fail at it. In this talk, April will show you how to assess your product’s positioning and what to do if it’s weak. She will walk you through a process for positioning around your strengths and how to strategically choose a market context that makes those strengths obvious to customers. Lastly, April will show a series of examples of companies that unlocked rapid revenue growth through a strategic shift in positioning.

Positioning Jujuitsu - April Dunford #LTPCon
Sketchnotes of April Dunford’s presentation at Leading the Product 2020


Stephen Haines – Founder, Sequent Learning Networks, and Author, “The Product Manager’s Survival Guide

Optimising Product Performance

Many product managers are concerned with designs, features, and other items that nurture a product’s capability or functionality. However, new features or user experiences represent only a portion of the work required to effectively manage a product’s business. To fully optimise the performance – that is, the business contributions of the product to the company, product managers need to pay attention to aspects of the product’s business that can streamline operations, fine-tune processes, and improve product profitability. Steven will discuss how to develop a data-driven mindset so you can think strategically, act with purpose and deliver real benefit to the bottom line.

Optimising Product Performance - Steven Haines #LTPCon
Sketchnotes of Steven Haines’ presentation at Leading the Product 2020


Patrick Campbell – Founder/CEO, ProfitWell

Pushing Monetization Forward

“Pricing is like the mythical creature of strategy. From seed startups to seasoned enterprise behemoths, there’s an alarming level of pricing the world is merely guessing on – and ProfitWell has the data to prove it. Join Co-Founder and CEO, Patrick Campbell, in a monetisation session to unpack what they’ve extracted from over 18,000 companies on value-based pricing strategy, and why getting it wrong is not an option. You’ll uncover the top pitfalls and strategic insights specifically for product teams and leaders, as well as tactical tools to increase revenue and customer satisfaction.”

Pushing Monetisation Forward - Patrick Campbell #LTPCon
Sketchnotes of Patrick Campbell’s presentation at Leading the Product 2020

Christine Sou – Product Lead, TransferWise

Differentiate Through Pricing

An inside look at TransferWise’s pricing principles and how they’ve guided teams to make better product decisions, ultimately driving 10x customer growth.

Differentiate through Pricing - Christine Sou #LTPCon
Sketchnotes of Christine Sou’s presentation at Leading the Product 2020


Klaas Raaijmakers – Head of Product, Stan

Product Led Promotion

Some products and services sell themselves. They need no marketing and no selling. Why is this? What do these products and services have in common? What user behaviour do they tap into and how can you leverage this to improve your products & services? In this talk Klaas will explore the power of product-led promotion. He will show how understanding and increasing your users’ commitment unlocks significant growth opportunities.”

Product Led Promotion - Klaas Raaijmakers #LTPCon
Sketchnotes of Klaas Raaijmakers’ presentation at Leading the Product 2020


Kate Leto – Author, “Hiring Product Managers”

Build a Balanced Product Practice Through Hiring

Product people select from a variety of tools that live in our virtual toolbox to solve a problem. Given the technologies we’re working with are often new, there’s no sure way to solve that problem. So, there’s a lot of experimentation and trial and error. But teams of product people won’t know for sure until they try. This takes a lot of practice. Come and learn the secret Product Management sauce of building a great product practice.

Build a Balanced Product Practice Through Hiring - Kate Leto #LTPCon
Sketchnotes of Kate Leto’s presentation at Leading the Product 2020

Jeremiah Lee – Engineering Manager, InVision

Failed Squad Goals

“When Jeremiah started working at Spotify he was excited to see the famed “Spotify Squad model” in action. When he started he learned that the reality was very different and that the Spotify model had only ever been aspirational and never fully implemented. Since leaving Spotify Jeremiah wanted to set the record straight, explain why the Spotify model didn’t work and why it’s unlikely to work for other companies either. He will go on to recommend other ways of achieving the Squad model’s aims, without treading the same path.”

Failed Squad Goals - Jeremiah Lee
Sketchnotes of Jeremiah Lee’s presentation at Leading the Product 2020

LTP summaries from participants

Share your thoughts