Articles
Vendor spotlights, case studies, and practical guides for product people. Honest assessments of tools and practices that help teams work better.
The Vibe Coding Trap
Frédéric Pattyn analyzed 7,800+ hours of vibe coding data and found five patterns that feel like superpowers but lead to rework, scope creep, and blind spots. His research maps each trap to a drug analogy, from the honeymoon high to the ketamine crash of delegation without comprehension.
The Commoditization of Execution: Why 'Taste' is the New PM Moat
When AI can write code faster than any team, the PM's value shifts from managing execution to deciding what matters. Bjorn Vuylsteker explores why exacting taste is the new competitive advantage for product leaders.
Context is the New Code: Building an AI Knowledge Base
Bjorn Vuylsteker walked through his full workflow for building an AI knowledge base before writing a single prompt. From capturing voice notes and screenshots to structuring Markdown files, his talk showed how the quality of your context determines the quality of your output.
Zero to Validated Prototype in 10 Minutes
Bjorn Vuylsteker live-coded an insurance broker AI chatbot from blank screen to shareable link using Google Stitch, Magic Patterns, and Google AI Studio. The demo showed how prototyping tools collapse the feedback loop from weeks to minutes, letting product teams validate ideas before writing a single line of production code.
Stop Prompting, Start Orchestrating: The Era of Agentic Workflows
Bjorn Vuylsteker walked through how product managers can move beyond single-prompt AI interactions and into agentic workflows where parallel agents execute processes, MCP connects your tools, and reusable skills turn repeatable work into one-click automation.
The Upgraded PM: What Stays and What Shifts in 2026
As AI reshapes product development, Bjorn Vuylsteker identifies the PM skills that remain essential and the ones that are transforming. A practical framework for product leaders navigating 2026.
Think Out Loud, Ship Faster
How Wispr Flow turns voice into polished text across every tool you use. Dictation that actually works, with zero edits needed.
Evidence-Based Product Management with BUFFL
How BUFFL helps product teams make better decisions by connecting them with 40,000+ real consumers for validation, testing, and behavioral research — plus a joint research track on search behavior in the AI era.
From Screenshot to Prototype in Seconds
How Magic Patterns uses AI to turn screenshots, sketches, and ideas into working UI — while building a design system in the background that keeps every mock on-brand.
Meeting Notes You Will Actually Use
How MeetMemo turns meetings into a structured, searchable knowledge base with transcription, summaries, and action items that stay on your device and work with any AI agent.
Your PM Workload, Automated
How Nalvin uses AI to handle the repetitive parts of product management so you can focus on decisions. Feedback synthesis, release notes, and product Q&A, all automated.
Forms That Get Out of Your Way
How Tally gives product teams the simplest path from question to data, with forms that take seconds to build and cost nothing to start.
Rethinking Discovery: What Happens When Product and Sales Stop Working in Silos
Jeroen Van Loock draws on experience at TechWolf and Homy to show how treating discovery as a shared discipline between product and sales unlocks faster validation, stronger pricing, and better market fit.
User Feedback at Scale: How Yuki Manages Feedback Across 11 Teams, Two Countries, and 200,000 Customers
Jan Dupont shares how Yuki, an automated accounting platform with 1,100 accountancy offices and 11 product teams, navigates the complexity of collecting and acting on user feedback at scale.
API-First Thinking
API-first thinking is a product strategy where you design your product as modular services accessible via APIs before building the graphical interface.
Innovation Accounting
Innovation accounting is a framework for measuring the progress of early-stage products where traditional financial metrics do not yet apply, focusing on validated learning.
The Product Operating Model
The product operating model defines how product teams are structured, how decisions are made, and how they work with the rest of the organisation. It is the operating system for your product org.
Product-Led Sales
Product-led sales is when the product does the selling and the sales team supports the product, not the other way around. It is the sales motion for a PLG world.
The Heat of Scale: Learnings from Flying Close to the Sun
Niki Van den Broeck reveals how Lighthouse's relentless pursuit of 30% year-over-year growth exposed the tension between scaling through acquisition and keeping your core product strong.
Driving Security Features from Concept to General Availability
Pieter Vanhove walks through Microsoft's structured approach to shipping security-focused features, from early customer conversations through private and public preview to full release.
Product Management as a Sales Person
Roeland Delrue, co-founder of Aikido Security, breaks down five principles for turning your product into your best salesperson, from obsessing over willingness to pay to making time-to-value insanely short.
Deprecating with Confidence: Increasing Impact by Removing Product Clutter
Judith Straetemans from Smooved shares a practical seven-step framework for deprecating features, backed by real examples of sunsetting entire product surfaces at a growing proptech company.
The Blind Spot: Overcome Product Bias
Servaas Strobbe from Tekst walks through five cognitive biases that silently shape product decisions and shares hands-on techniques to detect and counteract each one.
The Hidden Price Tag: Pricing Strategy
Maarten Laruelle from Sirris unpacks why pricing is the most underleveraged tool in a product manager's arsenal and how to approach pricing as a strategic discipline rather than an afterthought.
High Impact Roadmaps
Matti Desmet from Peripass breaks down the three pillars of getting more return from every product bet: metrics that drive impact, budgets before solutions, and letting ideas ripen before committing.
Product Discovery in the Age of AI
Pontus Gifvas from Nalvin explores how AI agents are transforming the discovery loop, from turning unstructured data into insights on autopilot to closing the feedback loop after release.
From Luck to Certainty: Adoption Predictability
Kaat Declerck, Behavior Design Director at Human Eyes, shows how the BJ Fogg Behavior Model turns product adoption from guesswork into a systematic, science-backed practice - illustrated by a case study with a 7,300% usage increase.
No Strategy? No Problem!
Isa Verschraegen shares real-world tactics for doing product work when leadership has not provided a clear strategy, offering practical ways to navigate ambiguity, build credibility, and form alliances.
Challenging Product Culture in Established Organisations
Alexandre Torreele shares how Elia, Belgium's electricity transmission system operator, is transforming from a project-driven regulated monopoly into a product-oriented organisation - one pilot at a time.
Navigating the AI Bubble
Koen Boncquet from HubSpot challenges the AI hype cycle, introduces the concept of the 'superPM,' and argues that judgement, taste, and specific knowledge will define the next generation of product leaders.
The Discipline of Focus: How Patience and Conviction Built Mbrella
Quinten Vandermeulen reveals how saying no to over two million euros in potential revenue was the best decision Mbrella ever made, and why the flywheel only spins through consistent, focused effort.
Security-by-Design: Making Security a Product Feature
Nick Boucart from Sirris reframes cybersecurity as a product management problem and introduces the CIA Triad as a practical mental model for building products that users love and customers trust.
Onboarding
Onboarding is the sequence of experiences that takes users from signup to value. It is the most impactful investment you can make and the most commonly underfunded.
PLG Metrics That Predict Success
PLG success is predicted by specific metrics: activation rate, time-to-value, viral coefficient, and net revenue retention. These reveal if your product is driving growth.
Product-Led Growth
Product-led growth is when the product itself drives acquisition, conversion, and expansion through usage rather than sales calls. The product is the funnel.
The Product Death Cycle
The Product Death Cycle is the pattern where companies add features to a struggling product instead of fixing the core problem, accelerating its decline.
Beyond Feature-Speak: Why Positioning Is the Common Thread for Go-to-Market Success
Myey Moens untangles the confusion between positioning, messaging, and copy, and shows how treating them as distinct layers unlocks clarity across your entire go-to-market motion.
Dashboard-Poor, Customer-Rich: How Mbrella Built World-Class Product Without Analytics
Quinten Vandermeulen reveals how Mbrella achieved zero customer churn, a +50 NPS, and consistent revenue growth by replacing dashboards with direct customer contact and building product intuition across the entire engineering team.
Systems Thinking in Product
Systems thinking means understanding how parts interconnect and how changes in one area ripple through others. It is the antidote to siloed product management.
Product Leadership
Product leaders must manage three directions: up to executives, across to peer teams, and through to their product teams. Each requires different skills.
The PRD Is Dead
The traditional product requirements document is being replaced by lighter, living formats. The shift reflects a move from requirements-as-contract to requirements-as-conversation.
Product Culture
Product culture is a set of shared values that prioritises user outcomes over output. It shapes how teams make decisions, handle disagreements, and define success.
Product Ops
Product ops is the operational backbone that helps product teams move faster by handling processes, tools, data, and communication at scale.
Working With Engineering
The PM-engineer relationship is the most important partnership in product. Getting it right means treating engineers as peers, not executors.
Feature Teams vs Product Teams
Feature teams build what they are told. Product teams own outcomes. The distinction shapes whether your organisation ships features or solves problems.
Churn Analysis — Finding the Real Reasons People Leave
Churn analysis goes beyond measuring how many customers leave to understanding why they leave. Most churn reasons are symptoms, not root causes.
Data-Informed vs Data-Driven — What Is the Difference?
Data-driven means the data decides. Data-informed means data is one input alongside judgment, context, and experience. The distinction shapes your entire product culture.
A/B Testing — When It Works and When It Does Not
A/B testing compares two versions to see which performs better. It is the gold standard for data-driven decisions but fails without proper setup and sufficient traffic.
Cohort Analysis Basics — Compare Apples to Apples
Cohort analysis groups users by when they started and tracks their behaviour over time. It reveals whether your product is actually improving or declining.
From Vision to Reality: A Pragmatic Guide to Accessibility
Agnieszka Kania delivers the accessibility talk that actually answers the question nobody else does: how do you convince your stakeholders? A five-step road to a11y, from first audit to full legal compliance.
Stop Adding Features, Start Writing Words That Sell
Kaat Declerck walks through a real case study where behavioral design and better copywriting drove a 7,300% increase in sales leads, without changing a single feature.
Retention Curves — How to Read Them
A retention curve shows what percentage of users return over time. The shape tells you everything about product-market fit and product health.
Activation, Retention, Engagement — The Three Metrics You Cannot Ignore
Activation measures whether users find value. Retention measures whether they come back. Engagement measures how deeply they use your product. Everything else is secondary.
The Metrics Pyramid — Leading vs Lagging Indicators
The metrics pyramid organises measurements from business outcomes down to actionable inputs. Leading indicators give you time to act. Lagging ones just confirm what happened.
Dual-Track Agile — Discovery and Delivery in Parallel
Dual-Track Agile separates discovery from delivery, running both in parallel so teams validate ideas before investing in development.
Leading a Product Organization Through a Buy & Build Acquisition Strategy
Robrecht Vander Haeghen exposes the five traps product leaders fall into after acquisitions, and shares the hard-won playbook Regnology built for sunsetting products, managing portfolios, and choosing where to invest.
Build, Buy, or Partner: Navigating the Strategic Choice Every Product Leader Faces
Martin Crochelet of Dualoop reframes product feasibility beyond just building. He introduces a structured approach to deciding when to build, when to buy, and when to partner at every level of product strategy, with real case studies and a six-category risk framework.
Shape Up — What to Steal from Basecamp
Shape Up flips traditional agile on its head: fixed time and budget, variable scope. The key insight is that deadlines are real but scope is negotiable.
Technical Debt in Product Decisions — The Hidden Cost of Speed
Technical debt is the implied cost of future rework caused by choosing speed over quality. Every PM needs to understand it, track it, and manage it.
Stakeholder Management Without Lying
Stakeholder management is about setting realistic expectations, being transparent about trade-offs, and building trust through honest communication.
The Now/Next/Later Roadmap — The Simplest Framework That Works
Now/Next/Later buckets initiatives into three time horizons, replacing rigid timelines with a flexible communication tool that stakeholders actually understand.
RICE Scoring — When It Helps and When It Misleads
RICE scores initiatives by expected impact relative to effort. It is useful for depoliticising prioritisation but dangerous when treated as truth.
Moats — Building Products That Are Hard to Copy
A moat is a sustainable competitive advantage that protects your product from competitors. In software, moats come from network effects, data, brand, switching costs, or scale.
Luzmo's Product Management Road: From No PM to a Structured Product Team
Karel Callens, Founder and CEO of Luzmo, traces the company's nine-year evolution from a bootstrapped startup with zero formal product management to a structured team navigating S-curves and AI-driven flexibility.
Product Management at Maturity Stage: How Showpad Structures for Scale
Bram De Geyter, VP Product at Showpad, reveals how a mature product organization with 12 PMs, 14 teams, and 156 features structures its planning, prioritization, and investment cycles.
The AI Agents Are Here: What Is Your Flight Plan?
Peter Vermaercke and Steffie De Kerpel from In The Pocket present a strategic framework for product teams deciding whether their product should become an AI agent, a plug-in, or a data source in the emerging agent ecosystem.
From Physical Product to Digital Platform: The Spentys Pivot Story
Florian De Boeck, Co-founder of Spentys, shares how a medical device company pivoted from selling 3D-printed casts to hospitals to building a digital platform for orthopedic technicians across 16 countries.
Build Your Product with Confidence: A Practical Guide to the Kano Method
Mathieu Dhondt from Pointerpro breaks down the Kano Model for product teams, showing how to measure perceived feature value, conduct effective surveys, and use better-worse analysis for prioritization.
Product Management Beyond the Cloud: From Greenhouse to Cruise Ship
Bart Baekelandt, Head of Product Management at Robovision, explores how product management changes when your product cannot be deployed as pure SaaS, covering edge deployments, hardware constraints, and the shift from reactive to proactive PM.
Will the Real Product Manager Please Stand Up? Mapping 122 Activities
Frederic Pattyn presents his academic research identifying 122 distinct activities that product managers perform across six domains, and reveals which ones actually drive startup success.
Honey, I Messed Up: Three Product Mistakes I Made So You Don't Have To
Samia Suys shares three career-defining product mistakes across enterprise, government, and startup environments, revealing what each failure taught her about context awareness, communication, and staying grounded in product basics.
Reshaping Products for a Sustainable Tomorrow
Consuela Nicula makes the case that sustainability is not a constraint on product innovation but a driver of revenue, outlining four rules for building digital products that last.
Not Every Product Needs OKRs... But Some Do
Jurgen Suls delivers a hands-on workshop on when and how to apply OKRs effectively, complete with a practical 1-2-4-All exercise and an honest look at the pitfalls that derail most OKR implementations.
Essential Business Skills for Product Managers
Viktoria Korzhova breaks down the core business concepts every PM needs to master, from revenue and cost structures to guardrail metrics and pragmatic business cases, using a personal finance analogy that makes the material immediately accessible.
Lessons Learned from Working with 500+ B2B Startups and Scaleups
Peter Verhasselt distils the essential questions every B2B startup must answer before scaling, drawing on Sirris's experience advising hundreds of software companies on ambitions, jobs to be done, and designing for love and trust.
Focused Product Leadership: Crafting Impactful Solutions, Making a Mark
Tom Van Den Bosch, CPO at itsme, argues that the biggest risk in product management is not failing to build enough, but failing to focus, and shares how itsme stays differentiated by doing less with more intent.
The Whole Product — Why Core Features Are Not Enough
Users do not buy features. They buy outcomes. The Whole Product framework shows why your core product is only part of the equation.
Platform vs Product — When to Think in Platforms
A product solves a user need directly. A platform enables others to solve needs. Knowing which you are building changes everything.
OKRs for Product Teams — What Works and What Doesn't
OKRs help product teams align around outcomes, but they are often implemented poorly. Here is how to get them right.
Product-Market Fit: What It Actually Is
How to recognise, measure, and achieve the moment when the market starts pulling your product forward instead of you pushing it uphill.
Product Strategy: The Art of Saying No
Why product strategy is fundamentally about choosing what not to build, and how to develop a strategy that creates focus instead of just listing priorities.
Product Vision: Why Most Vision Statements Fail
How to write a product vision that actually guides decisions, inspires the team, and survives longer than one planning cycle.
Desk Research: Work Smarter Before You Talk to Users
How gathering existing knowledge from reports, competitors, and public data builds context in hours that would otherwise take weeks of original research.
Usability Testing Basics: Watch Users Struggle (It Is a Good Thing)
How watching real users try to complete tasks with your product reveals friction you cannot see from behind your desk.
Our Path to Building a PM Co-Pilot
Fredrik Stockman of Version Lens breaks down what GPTs actually do, where they excel, and where they mislead. He shares the hard-won lessons from building an AI-first product discovery co-pilot for product managers.
Product-Led Growth at Aikido Security
Roeland Delrue, Cofounder and CRO/COO of Aikido Security, breaks down how a Belgian security startup flipped the traditional sales model on its head with ungated freemium, an obsession with friction, and a time-to-value measured in minutes.
Hypothesis-Driven Development: The Scientific Method for Product
How writing testable hypotheses before building forces clarity, makes learning measurable, and turns every feature into an experiment.
The Lean Startup Loop: Build, Measure, Learn
Why the Build-Measure-Learn loop is not about moving fast but about validated learning, and how to run it properly.
Qualitative vs Quantitative Research: When to Talk vs When to Count
Why the best product decisions use both user conversations and data, and how to know which method fits the question you are asking.
Outcome-Based Roadmaps: From Feature Lists to Results
How replacing feature-driven roadmaps with outcome-driven ones keeps teams focused on impact while staying flexible on execution.
PM Lessons in AI: 7 Years With Silverfin Assistant
Benjamin Vandermarliere distills eight hard-won product management lessons from seven years of building AI features for accountants at Silverfin, a platform serving 360,000 companies across 16 countries.
Why AI Is a Product Challenge, Not a Technology Challenge
Hannes Van de Velde of In The Pocket argues that the hardest part of building with AI is not the model. It is the product decisions around it: what to automate, when to intervene, and how to set user expectations.
The North Star Metric: Finding the One Number That Matters
How a single, well-chosen metric aligns every team around the value your product delivers to customers.
Empowered Teams: What It Actually Means
Why giving product teams real authority over discovery and delivery is the difference between a feature factory and a product organisation.
The Build Trap: When Shipping Becomes the Goal
Why measuring success by features shipped instead of outcomes delivered is the most common way product organisations lose their way.
Continuous Discovery: Why Weekly Beats Quarterly
How embedding regular customer conversations into your weekly routine transforms product decisions from guesswork into evidence.
Startup Game: How to Build a Product for Success
Edita Dermontaite of Bizzy walks through the rules of the startup game, from clearing the first MVP lines to finding product-market fit, with lessons drawn from a decade of design, research, and product leadership.
Beyond Startup: Navigating Challenges in Product Scaling
Bert Holvoet of Showpad shares how a sales enablement platform scaled from 8 product people in Ghent to 153 across multiple offices, covering product-market fit at scale, org design, and customer-centric metrics.
The Importance of Aligned Marketing, Sales and Product Development
Leander Naessens shares how Peripass broke through growth plateaus by tearing down the walls between marketing, sales, and product, and why alignment is not a nice-to-have but a survival mechanism for B2B scale-ups.
From 4 to 40 Product Managers: How and How Not to Scale
Arne Snauwaert reveals the painful lessons Mollie learned scaling its product management team tenfold, including the mistakes that nearly derailed their product culture.
The Issues PMs Will Run Into in the Scale-Up and Corp-Up Stage
Dmytro Protsyk draws on his experience at Collibra to map the specific challenges product managers face as companies transition from scrappy start-up to structured enterprise, and why most PMs are unprepared for what comes next.
We're All Biased: Introduction to the World of Inclusive Design
Michiel Adams and Jonas Koops from In The Pocket challenge product teams to rethink disability, confront their bias about who the 'average' user is, and treat inclusive design as a method for building better products for everyone.
From Feature Factory to Solving Real Problems
Saskia Deschepper and Inge Logghe share how Liantis transformed its product and marketing approach from shipping features nobody asked for to solving genuine customer problems, a journey that required changing mindsets, not just methods.
Transforming Legacy into Success
Andreas Creten, CEO of madewithlove, presents a pragmatic framework for turning legacy technology from an anchor into an asset, covering why rewrites fail, how to avoid product standstill, and which techniques actually work across process, architecture, and design.
An Opinionated Take on Product Management
Koen Boncquet draws on his experience at HubSpot to challenge product management orthodoxies, arguing that the field has become too process-obsessed and needs to rediscover the courage to have strong opinions.
Doing the Same, but Differently: Applying Qualitative Research to Product Discovery
Timoté Geimer makes the case that product discovery is not a new discipline but the art of combining sociology and psychology, and that 120 years of qualitative research methods are waiting to be properly applied by product teams.
Adoption and AI: How to Build AI Products That Stick
Julien Steel of Henchman breaks down a practical framework for categorizing AI features, shares hard-won lessons from building a legal AI product processing millions of contracts, and explains why evaluation scenarios matter more than model selection.
AI in Corporate: Navigating the Enterprise Reality
Nicolas Van Kerschaver of Liantis shares what happens when a large Belgian organization tries to adopt AI at scale, and why the biggest obstacles are rarely technical.
Nudging Your Way to Product Success
Bram De Geyter explores how principles from behavioral economics can be applied to product design, from reducing friction to framing choices in ways that guide users toward better outcomes.
The Odd One Out: How Not to Be a Product Douche
Samia Suys confronts cognitive bias head-on, making the case that diversity in product teams is not a moral luxury but a business imperative, and that building inclusive products starts with acknowledging your own blind spots.
Customer Interviewing for Introverts: A Four-Step Process
Pieter Strouven shares a repeatable process for customer interviewing that takes the anxiety out of discovery, covering how to line up participants, conduct interviews with structure, and process notes into actionable insights.
Tackling Onboarding, From Discovery to Deployment
Arne Snauwaert walks through how Mollie approached onboarding as a product problem - from understanding where users drop off to deploying solutions that measurably improved activation.
Defragging Your Product Stack
Ryan McCutcheon shares a practical framework for auditing, consolidating, and optimising the tools product teams use so the stack serves the team instead of the other way around.
From PM to CEO: Lessons from Building Officient and Starting Headstart
Michiel Crommelinck traces his path from product manager at an HR SaaS startup to co-founding a holding company, sharing four provocative statements about what PMs should really aspire to.
The Secret Behind Figma's $20B Acquisition: Product-Led Growth
Yves Delongie breaks down how Figma turned product-led growth into a $20 billion outcome and what Belgian product teams can learn from their playbook.