Insight to Influence: Turning Customer Understanding Into Strategic Impact

Do Your Customer Insights Shape The Decisions That Matter?

You've done the surveys and interviews. You've analyzed the data. You've mapped every journey and uncovered every pain point.

And yet the roadmap still gets dictated by short-term revenue goals, executive opinions, or the loudest stakeholder in the room.

That's super frustrating.

You are not alone.

Many product teams know their customers deeply. But hit brick walls to make that understanding influence strategy.

The result:

• Customer feedback starts feeling like "insight theater" — slides, Notion docs, and data charts that don't drive real change.
• Roadmaps are filled with features instead of meaningful customer outcomes.
• Teams lose motivation when discovery work doesn’t translate into decisions.
• Leaders say they're customer-centric. But it doesn't feel like it.

Trying to connect the dots between what customers need and what the organization will act on can feel impossible.

It's frustrating to see real opportunities hiding in plain sight, but lacking the language or frameworks to make others see their value.

It's infuriating to be told to "stay focused on delivery" when you know the biggest opportunities are upstream in customer understanding, not backlog management.

We know what it's like to want influence, not just ownership of execution.

Your customer insights should drive real product decisions.

You know just as well as we do that your customers deserve an organization that listens to them — and acts on what it learns.

You deserve to be recognized as a Voice of Customer expert — not just a delivery manager.

Because when that happens:

• Roadmaps reflect real customer jobs, not internal priorities.
• Stakeholders rally around a shared understanding of customer value.
• Business growth is tied directly to real customer opportunities.
• You gain the confidence, influence, and momentum in your ability to impact and create outcomes that truly matter.

That's what we're going to give you in this episode.

Join Scott Burleson, creator and author of The Jobs-To-Be-Done Pyramid(tm), and product Jedi, Shardul Mehta, on the next edition of Street Smart Product Manager Live! for a masterclass on how to translate customer understanding into strategic impact.

We'll show you how to use practical product management techniques to connect customer insights with strategic decisions — even when your organization is driven by short-term goals or competing priorities.

You'll discover how to:

• Identify and articulate real customer opportunities hidden beneath feedback and data.
• Frame insights in a way that resonates with executives and influences prioritization.
• Transform customer understanding into a lever for alignment, clarity, and action.
• Earn credibility as a product leader who shapes direction, not just delivery.

Meet Your Expert Guides

Scott Burleson — creator of The JTBD Pyramid™, a powerful framework that brings clarity to what truly drives customer behavior — across function, emotion, and identity. Scott's the author of two books on Jobs-to-Be-Done (The Jobs-to-be-Done Pyramid™ and The Statue in the Stone). As a former Director at the Strategyn Institute, he learned directly from JTBD pioneer Tony Ulwick. His career spans manufacturing, software, and customer research. Today, as CPO at The AIM Institute, he helps organizations grow by understanding not just what customers do, but who they wish to become.

Shardul Mehta — He's been recognized as a "Product Jedi." 30+ years in product management and entrepreneurship, 4x founder, thought leader, mentor, writer, speaker, and veteran of startups and Fortune 100 enterprises across a variety of industries. Shardul has launched and grown products from 0 to $100M+. He writes one of the fastest-growing and most practically applicable newsletters for PMs worldwide, and is the host of Street Smart Product Manager Live!, a series dedicated to helping PMs bridge the gap between theory and practice. His work focuses on empowering product managers to think like business leaders — using insight, strategy, and influence to create products customers (and companies) love.

With our combined 50+ years of product, business, and leadership experience, we know the frustrations of trying to influence decisions when leadership's eyes are fixed on quarterly numbers.

We still carry scars from fighting to make customer insights heard, and wrestling with frameworks that sound great in theory but fall flat in practice.

And we've learned — often the hard way — how to translate customer understanding into influence, action, and impact.

We're distilling those lessons in this live episode so you can do the same, faster.

Why You Need To Attend

This session is designed for:

• Product leaders who want to elevate strategy beyond features and delivery.
• Experienced PMs in commercial B2B or DTC companies who need to make insights actionable.
• Emerging PMs with technical or project backgrounds learning to influence outcomes.
• PMs driving digital initiatives in legacy organizations who want to tie transformation to customer value.

If you're ready to stop watching your customer insights go unused and start using them to lead, this is the session for you.

In 60 minutes, you'll learn:

• A proven framework for turning customer needs into strategic opportunities.
• Practical language that leaders respect to connect customer insights to business goals.
• Tools to communicate customer value in ways that win executive support.
• Techniques for influencing without authority.
• Renewed confidence in your ability to drive meaningful change.

Don't Let Your Customer Insights Go Unheard!

Look, we get it. Of course, no one wants to keep delivering features that just check boxes. We don't. You don't.

You can become the voice that turns customer understanding into company strategy.

The difference? Influence — by knowing how to identify the right customer opportunities that can be turned into profitable business outcomes.

With the right tools and mindset, you'll stop being just the messenger of customer pain and start being the champion of customer opportunity.

🎟️ Join us live and learn how to translate customer needs into opportunities that shape your product, your organization, and your career.

👉 Reserve your free spot today.

Event notes:

• Replay will be available to those who register.
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