From prototype to production: Building the right thing

Shipping is now the easy part. Deciding what’s worth shipping is the real challenge. As AI makes the cost of building and deploying code cheaper than ever, the primary risk has shifted from "can we build it?" to "should we?"

In this session, Chelsea Bullock, Sr. Principal Product Manager at Atlassian, shares how her team masters this trade-off while partnering with Williams Racing – an environment where speed is a requirement, but mistakes are devastatingly expensive.

You’ll see how they:

• Test assumptions before scaling them into production.
• Eliminate work that looks good on a screen but fails to move the needle.
• Keep product, design, and engineering synchronized as the volume of output accelerates.

Forget process theater. If you lead product in a complex, high-stakes organization, this is a clear look at how to reduce the noise of infinite production, make better bets, and build only what truly matters.