What does it take to build a product practice in a company that wasn’t designed to be product-led? In this session, Konstantin Salajenko will share lessons from building product functions inside services-led and evolving organizations, where the challenge is often not scaling an existing model, but creating one from the ground up. He’ll explore how to introduce product discipline, identify hidden product talent across the business, and turn reactive stakeholder demands into a more cohesive roadmap. This session is for product leaders working in the “messy middle” — where product thinking is growing, but the foundations are still being built. Key takeaways: - How to build a product practice in a non-product-led organization - Ways to identify and develop product thinkers beyond formal PM titles - How to create structure and discipline in reactive, stakeholder-heavy environments - Lessons from establishing product foundations in services-led and B2B businesses