Great products get built. Winning products get chosen. Too many organisations get pulled into the orbit of their own product, prioritising launches, features, and innovation cycles over the one thing that actually drives growth: a deep, disciplined understanding of the customer. The result? Impressive roadmaps, wasted investment, and missed market opportunities. Key takeaways: - A clear understanding of how product obsession quietly derails growth and where it shows up in your organisation - Lessons from Samsung and Regis Corporation on what happens when customer insight is lost and how to course-correct - A sharper lens on where growth is really decided and how to refocus PMM on what actually moves the number - Practical ways to build customer-led narratives that cut through feature noise and drive real market impact