Product-led growth looks straightforward until it has to survive 27 different rulebooks at once. This opening keynote sets the tone for the summit: what it actually takes to grow product-led across fragmented European markets, when procurement, language, and regulation all pull in different directions. Drawing on patterns from teams already doing this work, the session frames the two days ahead around one central idea: PLG in Europe isn't a smaller version of the US playbook, it's a different game with its own rules. Attendee takeaways - Why “one big market” thinking breaks down once you're selling across Europe - The three tensions (procurement, compliance, language) shaping this year's agenda - A framework for deciding where to retrofit PLG first