In this session, we’ll explore why building what users ask for is holding your product back.

“We just need this one feature.”

We’ve all heard it from customers, sales, or leadership. But following feature requests too closely often leads to fragmented products and wasted effort.

In this session, I’ll share how shifting from feature-driven thinking to problem-led discovery can transform your roadmap. Through real examples and a simple framework, you’ll learn how to uncover what users actually need and design better solutions than they could request themselves.