Name
Too Much of the Wrong Thing, Not Enough of the Right: The Product-People Mismatch
Date & Time
Tuesday, September 29, 2026, 11:00 AM - 11:30 AM
Speakers
Description
We're not building what people want. Most American households are one or two people—single women, couples without kids, empty nesters—yet we keep building for a household type that's increasingly atypical. Your best-selling plan might just be the best of what you offered, not what buyers actually wanted. People can only choose from the menu they're given. It's time to get curious, and ask better questions about how people actually live.
Session Type
Keynote
Learning Objectives
Understand the widening gap between who today's households are and what the industry keeps building—and why that mismatch is a market risk, not just a design debate.
Audit their product lineup and their questions—identifying where plans over-serve a shrinking buyer, and moving beyond "what did they choose?" to "what were they looking for that we didn't offer?"
Pilot new-to-market plans without betting the business—using small tests, flexible design moves, and existing platforms to explore what underserved households will actually buy.
Audit their product lineup and their questions—identifying where plans over-serve a shrinking buyer, and moving beyond "what did they choose?" to "what were they looking for that we didn't offer?"
Pilot new-to-market plans without betting the business—using small tests, flexible design moves, and existing platforms to explore what underserved households will actually buy.