We are charged with building better products but what does “better” really mean? This is the million or billion dollar question Ash will unpack in this talk. It starts with deeply understanding your customers wants versus needs, uncovering real problems worth solving, then designing your product for problem/solution fit before product/market fit.

Starting with problem before solutions sounds simple, but simple isn't easy. In this talk, you'll learn the right and wrong way to uncover problems, extract insights, and turn them into features your customers cannot refuse.