This topic will help Product Managers (PM) and Product Marketing Managers (PMM) orient themselves when considering launching a new product in a new market. PM & PMM can learn a lot from how startups approach entering a new market. If you don’t know where to start when launching a new product, you may lose a lot of time and money going down the wrong path. This session will give PM & PMM mental models and tools to better understand market timing and opportunities and develop a better ICP Ideal Customer Persona. A better IICP means a better product launch. To quote Yogi Berra, “If you don’t know where you are going, you will end up somewhere else!”