The 2025 PDMA Ignite Innovation Summit







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TLDR







Today I’m sitting down with Bill Reed and Spike Ross-Corbett, PDMA board members and co-chairs of the 2025 Ignite Innovation Conference planning committee. We reflect on top takeaways from past PDMA conferences, including invaluable lessons on customer research, adaptive product development, building cultures of innovation, and leveraging networking opportunities. Spike and Bill also offer a sneak peek into this year’s conference in Chicago, highlighting fresh formats, hands-on workshops, and powerful networking. Get practical insights to elevate your product management game and learn how to unlock a special discount for the upcoming summit.







Introduction







As a product professional, what is your favorite conference to attend? We have a lot of good options, but mine has been Ignite Innovation, which the Product Development and Management Association (PDMA) runs annually. I attended the first one in 2006 after hearing about it in a local group of product professionals. Since then, I have attended most years when I could, and I will be there again this year. It is being held at the Marriott Marquis in Chicago from September 13th-16th. This episode will discuss examples of what we have learned at past conferences and what we expect to learn this year. 







Joining me are two board members of PDMA who are also the co-chairs for the committee planning the conference—Bill Reid and Spike Ross-Corbett. 







Summary of Concepts Discussed for Product Managers









* PDMA Ignite Innovation Conference:My favorite product development and management conference, hosted in Chicago, September 13th-16th, 2025.







* Meet the Guests:



* Bill Reed: Leads product and innovation teams at Boulder Imaging, with a rich history in innovation, patents, and engineering.







* Spike Ross Corbett: Heads product development at Portland Marketing Analytics, focusing on making marketing ROI analysis accessible.











* Past Conference Takeaways:



* Geoff Thatcher’s Experience Design Model: Apply theme park design (attract, trust, inform, internalize, act) to product management. (423: Transforming products into experiences – with Geoff Thatcher)







* Andrea Ruttenberg on Voice of Customer: Needs-based interviews are the foundation for innovation success. You don’t need hundreds—just strong qualitative insights. (477: Three-step VOC system – with Andrea Ruttenberg, PhD)







* Marissa Mayer’s 20% Time Story: Google’s AdSense was born from a culture that allows even “bad ideas” to be pursued, powering breakthrough innovation.







* Networking Impact: Random dinner groups at past conferences fostered lasting professional connections.







* Peter Monkhouse on Embracing Uncertainty: Adaptive, iterative development and embracing uncertainty helps PMs tackle ambiguity with confidence. (439: Differences and similarities between product and project management – with Peter Monkhouse)<br...