Building new products has never been easier. But there’s a catch: it is becoming harder than ever to build products that stand out.

Generative AI is dramatically lowering the time and the cost required to create and launch products, flooding almost every category with new entrants. However, this huge influx is having unintended consequences, with an increasing number of similar-looking products offering similar-looking features. In many markets, the ability to create is far outpacing the ability to differentiate.

Meanwhile, the cost to acquire new customers is escalating rapidly, with global ad spending projected to surpass $1 trillion this year. As these conditions continue to evolve, winning customers will be defined by a company’s ability to embed differentiation, customer value, and trust into its product from day one.

In this special Founders’ Series event, Lifang He, author of Brand Power Built In, and Stephanie Zeppa, partner at Sheppard Mullin Richter and Hampton, will share their thoughts on how founders and entrepreneurs can avoid costly mistakes and make high-stakes decisions with confidence.

• Beyond innovation, what else do you need to differentiate your product?
• Why should your brand be an integral part of your product offering?
• How can you use positioning to guide what you build, not just how you market it?

In addition to the “fireside chat” discussion, a few select founders will have the opportunity to get in the “hot seat” and receive some individual counseling about their unique situations.

Join us on June 25 to hear more about differentiation in the age of AI — and get a free signed copy of Lifang’s book.

Speaker

Lifang He, author and brand strategist, LifangHe.me

Lifang is the author of Brand Power Built In: How Tech Products Really Win Hearts and Minds. She brings nearly 20 years of experience driving brand strategy, product marketing, and go-to-market excellence for companies like Apple, Amazon, and Ring. From launching iPhones globally to shaping entirely new product categories, her career has been defined by building products and brands that scale fast and deliver results. She now advises startup founders and C-suite executives on brand strategy and product innovation.

Moderator

Stephanie Zeppa, partner, Sheppard Mullin Richter and Hampton LLP

Stephanie advises founders, startups, and investors on company formation, venture financing, mergers and acquisitions, and strategic growth across tech and life sciences. Her clients have described her as “an excellent negotiator” with a “broad understanding of issues.” She also serves as an advisor to VLAB and has extensive experience helping emerging tech companies navigate the journey from startup to scale and successful exit.

The first 30 people who purchase a ticket to this event will receive a free signed copy of Brand Power Built In: How Tech Products Really Win Hearts and Minds (a $30 value).

Get your ticket early to secure your bonus gift.

Sorry, no shipping. You must attend the event to receive your book.

About the VLAB Founders’ Series

Founders’ Series events provide a unique opportunity for startups and technologists to take part in an interactive session. Come prepared with your burning questions!

If you would like to have the rare opportunity to take the “Hot Seat” on stage to receive feedback from the speakers, please be sure to enter your question in the field below. Startup founders selected for the “Hot Seat” will be notified in advance.

For all other questions, please contact founders.series@vlab.org.

Note: Founder's Series tickets are for startup founders and are subject to approval. Please allow 24-48 hours for final ticket confirmation.