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Many try to win by being better, faster or cheaper, but that rarely creates a breakthrough. In this webinar, we unpack the power of a reframe. The goal is to stop competing on incremental improvements and instead challenge the assumptions that define the product category, then turn the new frame into clear choices about what to develop and how to position and communicate it.

What the webinar covers:

• How to identify the current frame, what it makes customers value and where it quietly limits your ambition
• How to build a reframe: Old frame, new frame, the hidden assumption behind it and the new behavior it can unlock
• How to turn a reframe into action: Set clear priorities, make bolder choices and use AI to speed up exploration

Why this matters:

• Helps you escape feature races by competing on a new premise instead of incremental improvements
• Strengthens differentiation by giving customers a reason to choose you that is harder to copy
• Improves decision quality when the real advantage becomes choosing the right direction, not adding more features

Breakthrough products can build a brand, but they also invite fast followers. In this webinar, we explore the shift from product-led advantage to marketing-led advantage and what it means for innovation teams: If competitors can match the core experience, the advantage shifts to marketing-led strength: Sharper positioning, stronger messaging and a go-to-market engine competitors struggle to copy.

What the webinar covers:

• How fast followers change the rules and why “keep innovating” is only part of the answer
• How to build marketing-led strength through sharper positioning, stronger messaging and better go-to-market execution
• How to align product and marketing so story and experience reinforce each other, using AI without increasing sameness

Why this matters:

• Helps protect value when competitors can match your features and price-position fast
• Improves go-to-market by turning marketing into a continuous feedback loop, not a one-off launch
• Reduces wasted effort by clarifying how product, marketing and sales work together