Many web agencies dream of building their own product. Far too often they end up repackaging client work as “innovation” and wondering why it doesn’t scale. In this talk, you’ll learn why turning an agency into a product company isn’t a natural evolution. It’s a strategic transformation, and most teams get it wrong.

Based on hard-earned lessons from the trenches, this session unpacks the traps that catch nearly everyone: building too custom, too technical, too slow, and with too little focus, all while underestimating what product development actually costs. You’ll discover why a crystal-clear product vision and a sharply defined Ideal Customer Profile matter far more than any feature list.

I’ll walk through the critical journey from founding to Product-Market Fit, with a spotlight on the phase most people misunderstand: unlocking growth. This is where your Go-to-Market strategy, value frameworks, and sales playbooks either carry you forward or quietly kill the whole thing.

Finally, I’ll get into how agencies should actually organize themselves, how to separate product from project work, and why scaling too soon is one of the most expensive mistakes you can make. By the end, you’ll have a clear playbook for whether your agency should build a product at all, and if so, how to do it without burning the house down.