Every product company claims to be customer-led, yet few have commercialized on customer value. Per user per month pricing is facing criticism for being misaligned and being replaced by usage, feature and value based pricing. Particularly with the rise of AI and how businesses are now looking to scale with AI and automation instead of humans limiting product commercial growth potential. This session explores how companies can strategically commercialize customer value, ensuring messaging, pricing, and positioning reflect real impact rather than inflated potential. Join Nathan as he unpacks how leading teams balance the tension between customer-centricity and commercial imperatives, turning value stories into sustainable revenue without eroding trust or credibility. Key takeaways: - How to translate genuine customer outcomes into compelling, commercially viable value propositions - Frameworks for aligning marketing promises with actual product capabilities and delivery - Practical approaches to assessing and mitigating risk in value-led commercialization - Lessons from organisation who’ve navigated the fine line between aspiration and authenticity