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)
- Sarah Robb O’Hagan on Qualitative Interviews: One-on-one interviews with 12 high school athletes gave Gatorade the insights they needed to turn around a struggling company.
- DFW Innovation Culture (Outstanding Corporate Innovator Award Winner): Everyone can be an innovator. Cross-org training fosters every-employee innovation, even in public sector contexts. (508: The practices of the most innovative companies – with 2024 Outstanding Corporate Innovator winner)
- Stop the Stupid: Doug Hall’s catchphrase to remind everyone on your team to innovate. (522: Stop the stupid using proactive problem solving – with Doug Hall)
- AI-Accelerated Design Sprints: Hands-on workshops integrating AI with design sprints showcased in St. Louis. (517: How to conduct an AI Design Sprint – with Mike Hyzy)
2025 Conference Preview:
- Tangible, Practical Tools: Sessions will give attendees actionable frameworks and tools.
- Themed Tracks:
  - Innovation execution
    - Product and innovation strategy
    - Deming Institute track on applying systems thinking to innovation
- Outstanding Corporate Innovator (OCI) Winners: Insights from a century-old company that’s reinventing itself and a fast-growing new entrant.
- Research to Reality: Engaging academics and practitioners in high-energy, collaborative sessions.
- Workshops Featuring Industry Experts: Competitive analysis with Dell’s Jay Nakagawa and AI applications in product with MIT’s Dave Robertson.
- Mastermind Sessions: Guided problem-solving sessions and deep discussions about real problems that product managers face
- Networking Opportunities: City tours and excursion to innovation hub (MHUB).
- Innovation Cafe: I’ll be conducting podcast interviews in the Innovation Cafe—come find me!

Useful Links

Register for the PDMA Ignite Innovation Conference and use code PDMAChad20 for 20% off your registration for the All-Access Pass or the Summit Pass
Listen to interviews with Ignite keynote speakers
- Listen to 546: Strategic foresight gives product managers a competitive edge – with Jod Kaftan
- Listen to 548: Building a culture of fearless product innovation at Snap-On Tools – with Ben Brenton, PhD
- Coming soon: 553 with Robin Champ

Innovation Quote

“Someone is going to make your product obsolete. Make sure it’s you.” – Edwin Land

“I can’t spare this man: He fights.” – Abraham Lincoln

Application Questions

What is the most valuable lesson you’ve learned from a professional conference, and how did it impact your product management approach?
How can organizations empower employees at every level—not just product or engineering teams—to contribute to innovation?
In what ways have you embraced uncertainty in product development, and what processes or tools have helped you do so?
What differences have you observed in innovation strategies between established organizations and startups?
How has or how could cross-industry networking at events like PDMA’s Ignite Innovation contribute to your product management success?

Bio

Product Manager Interview - Spike Ross-Corbett

Spike Ross-Corbett is the Summit Chair and a member of the Board of Directors for the Product Development and Management Association (PDMA), where he leads the vision and execution of the annual Ignite Innovation Summit. Professionally, Spike is a Product Manager at Portland Marketing Analytics (PortMA), managing SaaS platforms that deliver data-driven insights and operational efficiency. Spike holds a Bachelor of Science degree in Economics from the University of Southern Maine. Before his career in product management, he served in the United States Coast Guard, where he oversaw ordnance programs and training initiatives. He currently resides in Maine.

Bill Reid brings over 35 years of experience in all aspects of product development, from start-ups to global corporations like Ford, GE Aircraft Engines, GM, and Covidien. Since 2007, he has led innovation and consulting efforts through his company, Immersed, and currently serves as Vice President at Boulder Imaging, overseeing hardware engineering, production, supply chain, and professional services. Bill is a certified New Product Development Professional, serves on the PDMA board, and holds degrees in mechanical and aerospace engineering. He is the inventor or co-inventor on 24 U.S. patents and the author of Immersed in the Cave, a self-published book on innovation.

Thanks!

Thank you for taking the journey to product mastery and learning with me from the successes and failures of product innovators, managers, and developers. If you enjoyed the discussion, help out a fellow product manager by sharing it using the social media buttons you see below.

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