Product marketing has never had more tools for producing work faster. The trouble is, everyone sounds like everyone else. Transforming, simplifying, unlocking, empowering—every feature is intelligent. Every platform is built for what comes next! AI didn’t invent this problem, but it’s proved unusually good at accelerating it. This session makes the case for putting human authorship back at the center of product marketing. We’ll look at what happens when a category begins thinking in chorus, why craft matters more than ever, and how orthogonal thinking can help you get somewhere your competitors aren’t. AI will keep getting better at giving us the predictable answer. The product leaders who win will be the ones who know how to see beyond it. Workshop description: How can human-centric, orthogonal thinking help us successfully re-position our products?