For the past decade, growth meant funnels, pushing people in at the top, extracting revenue at the bottom. That model is breaking. The product leaders who are winning right now have made a different bet: that the product itself should do the work of acquisition, activation, and retention. This session opens the summit by laying out why the flywheel model is not just a framework but a structural shift in how the best companies are built. The opening keynote sets the agenda for the two days ahead. Expect a candid look at what PLG actually requires, the org changes, the data infrastructure, the product decisions and why companies that treat it as a marketing tactic rather than an operating model consistently fall short. This is the foundation everything else builds on.