How to Smuggle Ideas Into the Product Department: Why marketing’s best work happens where it’s least welcome

Somewhere right now, a fantastic idea is dying in a meeting — killed by five words we've all heard: "We're not touching the product." Most companies are built this way. Designed to stop marketing's most effective ideas: the ones that sit closest to the thing itself, in territory governed by logic and sense, defended by roadmaps, deliverables and people paid to say no.

In this talk, Carl Ewald Jannerfeldt shares how he's managed to circumvent those roadblocks—sometimes successfully, sometimes less so—to get surprising, occasionally borderline stupid ideas into a company's most sacred domains: the product itself. A case for treating your own product as the biggest marketing asset you have—and your product team as your closest ally.