PLEASE NOTE: This is a SVPG workshop, delivered by Silicon Valley Product Group Partner Marty Cagan. Crisp is helping with the organization of the event, including helping clients that require payment by invoice. You can learn more about this workshop and about Marty Cagan on the SVPG site.

About the TRANSFORMED workshop

It’s no secret that the overwhelming majority of companies globally that have attempted to transform have failed. And rarely for lack of funding.

Many companies think that all it takes to transform is to implement Agile. Others think it’s all about introducing modern product management. But readers of SVPG content know that transforming to the product model means much more than this.

And this degree of change is never easy. One CEO described the experience of transforming as “changing from driving on the left side of the road to the right – but gradually.”

Yet some companies do manage to transform, and their customers, employees, and shareholders have benefited dramatically from their new abilities.

The purpose of this workshop, and the upcoming book TRANSFORMED, is to share what we have learned over the past twenty years of helping companies transform to the product model.

Who is this workshop for?

This workshop is designed for the leaders out there that are trying to help their companies transform: CEO’s, Chief Digital Officers, Chief Transformation Officers, heads of product (CPO) and heads of technology (CTO, CIO), as well as other key change agents trying to help their company succeed in this journey, such as product or transformation coaches, managers, and influential individual contributors.

What will be covered?

The TRANSFORMED workshop will provide a comprehensive look at what’s involved in a successful transformation to the product model.

This means understanding the necessary new product competencies, the necessary new product concepts, and the critical principles that you’ll need to get right. It also includes tackling the difficult objections, and addressing inevitable problems.

Here are the specific questions we’ll be covering:

  • what is the product model, and what does it really mean to transform?
  • what can a company do once they’ve transformed that they couldn’t do before?
  • what are the new core competencies that the product model depends on?
  • what are the new core concepts that the product model depends on?
  • what are the set of product first principles that you need to get right?
  • how do we assess our organization and create a plan to transform?
  • what are the tools and techniques for adopting and managing the required changes?
  • what are the common objections from each key stakeholder, and how are they best addressed?
  • what are the common problems encountered when moving to this model, and how are they best overcome?

Please Note: To set expectations properly, we will not be diving in and teaching how to do the various product deliverables such as the product vision, product strategy, team topology, continuous product discovery and continuous delivery, as that would take much longer. We will be describing what each of these concepts are, who is responsible for each, and how to recognize a good result, but that’s very different from describing how to create each of these. We do offer books and workshops for the specific topics (EMPOWERED and INSPIRED), but that is not the goal of this workshop.

Will we learn about real examples of successful transformations?

In our other books and workshops we highlight examples from the top product companies in the world, but it’s also true that most of them were born into the product model. It is much harder for companies that need to transform to the product model.

This is why every example in the new book and new workshop is from companies that first needed to transform in order to innovate. And some of the examples of what these companies have been able to do with their new skills will amaze you.

Specifically, the workshop will present the details of three successful transformations to the product model, all from large, established enterprise companies, as well as many examples of what transformed companies have been able to do once they’ve built these new skills.

The transformation case studies are intended to show you what is required to transform, that it is indeed possible to successfully move to the product model, and the discovery case studies are intended to show you what a company that has transformed is now capable of.

About Marty Cagan

Before founding the Silicon Valley Product Group to pursue his interests in helping others create successful products through his writing, speaking, advising, teaching and coaching, Marty Cagan served as an executive responsible for defining and building products for some of the most successful companies in the world, including Hewlett-Packard, Netscape Communications, and eBay. Marty is the author of INSPIRED: How To Create Tech Products Customers Love, and the recently released EMPOWERED: Ordinary People, Extraordinary Products. Marty continues to inspire product teams and product leaders by being invited to speak at major conferences across the globe.


This course has already been held.