No One Talks About the Messy Middle – We Do

The messy middle is where real progress happens, tough decisions are made, and leaders are forged. At this year’s Business of Software Conference Europe, we’re discussing frameworks, strategies, and lessons that help you push through uncertainty and come out stronger.

Here’s the full schedule and flow for two days of action-packed learning on 31 March – 1 April 2025 in Cambridge, UK – featuring candid conversations, bold ideas, and the tools to help you build a business that lasts.

Monday, 31 March

AM: Setting the Stage for Hard Conversations and Smarter Decisions

Ryan Singer starts things off with Framing and Hard Conversations, a guide to navigating difficult discussions – an essential skill for founders and leaders.

Melissa Appel unpacks The Founders’ Guide to What Product Teams Need, clarifying the often-misunderstood relationship between leadership and product teams.

Greg Baugues challenges assumptions with AI You’ve Been Doing It All Wrong, shifting perspectives on artificial intelligence and product development.

PM: What Makes a Product Worth Paying For?

Robin Landy shares insights on Finding Features Customers Will Pay (More) For, a must-attend for those refining product strategy for impact.

Attendees can choose from breakout sessions and Meet the Speakers, designed for deeper discussions and hands-on learning.

Lizzie Metcalfe presents Lessons Learnt from my AI Girlfriend, offering a unique lens on human-AI interaction and product design.

Evening: Big Ideas Over Dinner

Networking drinks set the stage for conversations that continue over dinner, where Professor Alex van Someren presents National Security, Technology Innovation, and SMEs, bridging the worlds of business, security, and innovation.

Tuesday, 1 April

AM: The Realities of Building & Selling

Bob Moesta explores JTBD & Hiring, helping businesses align their offerings with customer needs.

Sara Gordon presents The Seven Deadly Sins & Positioning, a masterclass in brand messaging pitfalls.

David Pereira asks a bold question: Product Management or Bullshit Management?, offering a no-nonsense take on the role of product managers.

PM: Breaking Rules & Sustaining Growth

Mark Stephens challenges conventional wisdom in 25 Years of Heretical Thinking, reshaping perspectives on software and business.

Diego de Jódar explores Why User Activation is the Key to Sustainable Growth, offering strategies to keep customers engaged.

Lightning Talks deliver rapid insights from diverse voices in the industry.

Bridget Harris closes the conference with Reflections on Building & Selling My Company, a candid look at entrepreneurship, growth, and exits.

Again, No One Talks About the Messy Middle. But We Do.

BoS Europe 2025 isn’t just about the highs and lows – it’s about the messy middle, where real work happens. Expect honest conversations, practical insights, and a network that challenges and supports you. See you at #BoS25

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