AI for Hospitality 

A Framework to Choose Your Hospitality Tech Partner

Sab Mulligan

AI Hospitality Brand Specialist

Get familiar with a simple three‑rail, six‑moment framework so you can see what works and what breaks.

Stress-Test Any PMS or Vendor

Gain confidence and clarity on whether a migration makes sense for you.

Migration Clarity: Stay, Migrate, or Switch

Leave with a simple scorecard to compare vendors and make clear, confident tech decisions.

Scorecard: A Clear Tech Decision

Two related skills in one course: master tech to speak the same language with your team. Use it to AI-prototype features or a side project.

Lead PM @ Booking.com, PhD

Vladimir Kalmykov 

PhD Computer Science, first Tech PM in Booking.com, author at ProductDo.io 

Jan'25

Cohort April'26

✅ Why invest in learning with me?I’m a Lead PM at Booking.com, and one of the first tech PMs there, with over 10 years in the field.Before moving into product, I was a Software Developer and earned a PhD in Computer Science. I’ve worked on both sides and know exactly what technical understanding PMs need - and don't.I'll teach you exactly what matters (and why) for driving products forward. You'll get the technical and AI-building fluency needed to drive your team, no coding, no database internals, no load balancers.✅ What can better technical understanding do for your career?From a survey of 650 PMs, 56% want to speak the same language as their engineers to communicate effectively, and build trust.61% want to estimate features on their own, so they can plan better and deliver on time.And today, technical understanding also lets you quickly AI-prototype features (43%) to show it to real users. In return, AI-building allows you to better understand Tech.Finally, if you want to land a Big Tech PM role, tech skills are critical.✅ What makes this course different?The course is 20% theory and 80% hands-on:&nbsp;you’ll do over 200 exercises / 8 projects, because that’s how real skills stick.

The technical understanding a successful PM needs - nothing more.

Gain tech fluency to lead your team effectively

Gauge feature complexity without devs and write solid PRDs

Prepare to handle technical interviews

Turn ideas into clickable full-stack prototypes or even start a side-project

The course is designed to explain the tech foundations and AI-building from the first (intuitive) principles.

No prior tech or AI experience needed

Senior Product Managers who want to level up their technical acumen

Jr/Middle Product Managers who want to lead with confidence and accelerate their growth

Program/Project Managers, Producers, Designers, Data Analysts, because tech foundations are the same for everyone

Stop executing others' roadmaps. Build strategy that gets funded, speak the language of business, and win stakeholder buy-in.

March 2026

VP Product. 350+ PMs Stuck to Strategic

Deloitte

PRGX Global

FinThrive

Healthmine

Brennan Collins

Product Executive & Educator. Helped 350+ PMs Move From Delivery to Strategy

Jan-Feb 2026

Spring 2026

***See FAQ for current promotions***You know how to ship. You don't know how to matter.You execute roadmaps you didn't create, manage requests you can't push back on, and watch less capable PMs get promoted because they learned to speak the language of business before you did.The gap isn't talent. It's altitude. You're solving problems at the feature level while decisions get made at the business level - and nobody taught you how to close that distance.This course does. In 4 weeks, you'll build the strategic toolkit that mid-career PMs are missing:<ul><li>Connect your features to business KPIs: Build a metrics ladder from what you ship → what executives fund</li><li>Defend your roadmap with logic, not opinion: Turn stakeholder demands into strategic wins (students call this "Product Judo")</li><li>Craft vision and strategy like a skill, not a gift: 9 frameworks that make the abstract concrete</li><li>Apply everything to YOUR product in real-time: Every session includes exercises on your actual work - not unrealistic case studies</li></ul>AI tools show up in the course where they save you time. But the strategic thinking that makes you promotable? That's human work. This course teaches both.

From Delivery Mode to Decision-Maker: The Strategic Product Leadership Course

Think like a business owner, not a delivery manager

Map customer needs to business metrics executives care about

Craft a vision and strategy using frameworks, not mystical talent

Transform stakeholder feature demands into defensible strategic moves

Speak the language of revenue, pricing, and business models 

Build your case for promotion with artifacts that prove you're ready

This is not an entry-level course.  These are advanced topics.  See my free content for PM foundations and breaking into product management

3 to 10 years experience in Product Management

No one-and-done projects here.  You need to have felt the joy and pain of good and bad decisions (yours or someone else's).

Experience shipping multiple iterations of the same product

This shouldn't be about your salary (but that comes with it).  You should be intrinsically motivated to grow your abilities and scope

A desire to lead products strategically, not just ship features 

Mid-career PMs stuck in delivery mode who want to think more strategically and earn a seat at the decision-making table.

Experienced product managers who want to speak the language of business and defend their roadmap with metrics that executives respect.

PMs preparing for promotion who need a portfolio of strategic artifacts - vision, roadmap, metrics, business model - to prove they're ready

By the end of this course, you’ll shift from a product-focused mindset to a customer progress and outcomes-oriented mindset.

Managing Partner - Customer Centric LLC

Citi

Ecobee

lululemon athletica

Wellhub

TransAlta

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC.

Cohort 5

Cohort 6

This course shows you how to apply JTBD to real business decisions—by using the right framework for the right use case.You’ll move beyond idea-driven innovation to designing around customer progress—what actually drives demand, adoption, retention, and growth. Rather than treating JTBD as one method, you’ll learn how it applies across seven real-world use cases, grouped into four goals:<ul><li>Growth &amp; Market Expansion – increase demand and adoption</li><li>Product &amp; Offering Differentiation – compete through better products and services</li><li>Experience &amp; Decision Enablement – reduce friction and support confident decisions</li><li>Retention &amp; Long-Term Value – improve customer success and loyalty over time</li></ul>You’ll compare the top three JTBD frameworks side by side—Ulwick’s ODI, Kalbach’s JTBD Canvas 2.0, and Boehme’s Wheel of Progress®—to understand when to use each and where they fall short.In the final project, you’ll apply the right JTBD approach to your own use case, leaving with a practical, decision-ready framework you can take back to your team.

Using Customer JTBD Methods Across Growth, Product, and Experience

Shift from Product Thinking to Customer Progress Thinking

Apply Job Theory to Guide Innovation and GTM Decisions

Recognize the Difference Between Idea-Driven and JTBD-Driven Innovation

Understand the Five Types of Innovation and Where JTBD Fits

Compare and Contrast the Top Three JTBD Frameworks

Combine Framework Components for Your Specific Use Case

Product Strategists and Innovators looking to uncover and prioritize the progress customers are trying to make to guide product decisions.

Service Designers who want to map end-to-end experiences and identify friction that shapes how customers use and value a service.

CX &amp; Customer Success who need to understand why customers “hire” or switch products to improve journeys, adoption, and business outcomes.

Stop over-explaining and start guiding decisions. You'll become the professional who walks into senior rooms and walks out with a yes.

Cohort 2

24-Year Banker -> Presentation Expert

JPMorgan Chase & Co.

Commerzbank

Royal Bank

MaryBeth Hazeldine

24 years at JPMorgan, PwC, RBS. Now training executives to win decisions.

Cohort 1

You've done the work. You know the material. You've prepared the slides.And yet the decision stalls.Polite nods. Reasonable questions. Then: "Let's take this offline." "We'll circle back." "Good discussion."Translation: No decision today.If this keeps happening, it's not because you lack expertise or presentation skills. It's because the way you're structuring your message doesn't match how senior people decide.Here's what nobody tells you: executives make their decision in the first few minutes, then spend the rest of the time looking for reasons to trust that instinct—or doubt it. When you lead with context, build to your recommendation, and back it up with extensive data, you're triggering doubt, not confidence.The unspoken question in their mind: "If they need this much explanation, is the recommendation actually solid?"This course gives you a different approach—a system built on how decisions actually happen in senior rooms. You'll learn to structure your message so that "yes" feels like the obvious, low-risk choice.Not through tips you'll forget under pressure. Through a repeatable system that works even when you're tired, rushed, or facing pushback.

Executives decide before your presentation ends. Structure accordingly

Structure presentations that win decisions

Remove the anxiety before you even start

Build credibility without over-explaining

Choose proof that reassures, not proof that defends

Handle pushback without becoming defensive

Use AI tools without sounding generic or losing authority

<code>You present to executives, boards, or steering committees—and need decisions, not "good discussions." Your credibility is on the line.</code>

You pitch to clients and present recommendations for a living. Stalled decisions cost you deals, revenue, and repeat business.

You're in relationship management, business development, or sales—presenting to win deals, budgets, or strategic alignment.