In this keynote, Article Group's Founder, Joe Lazar, challenges product marketers by exploring why customer empathy—not product—drives the most innovative companies today. Too often, organizations become too focused on themselves: the playbooks, roadmaps, and release cycles that make up what we as product marketers do. But what happens when we shift our perspective? Undoubtedly, product marketers play a vital role in stewarding products to market: but that obsession over product has to come with an equal, if not greater, obsession over customers. Key learnings will include: - How to position products to express a company's understanding of its customers. - How customer empathy is crucial for building lasting trust and informs smarter long-term business decisions. - How process, discipline, and creativity can communicate your vision to customers while maintaining internal momentum with your teams.