You can build anything now. Should you?
AI made building things easy.
A landing page in 10 minutes.
A strategy deck before lunch,
Working code from one prompt, on your first try.
...and it all looks professional. That's the trap.
Looking good and being good used to be correlated. You had to know your craft to make something polished. AI broke that link.
Meanwhile, someone has to consume everything we produce:
- Your colleagues get the AI-drafted roadmap.
- Your customers get the AI-built feature.
- Your readers get the AI-written post.
They're drowning in "polished" output with no way of telling what actually deserves their attention.
So, the question nobody wants to answer: who decides what's good?
Jeff Gothelf has an answer, and he's spent 15+ years teaching it to product teams around the world.
He's the author of Lean UX, the book that changed how product teams work, and he's speaking at AI Summit Barcelona this September on exactly this topic.
This session is your early access to that thinking.
No slides, no webinar mode.
Jeff and Jacob sit down for an open conversation:
Why "easy to produce" is breaking every quality filter we had
The actual answer to "is this good?". It starts with knowing who the output is for, what problem it solves for them, and which of their behaviors would prove it worked
Why outcomes (what people do differently) beat outputs (what you shipped) as the filter for what sees the light of day
And what this looks like outside of tech. Jeff coaches leaders at companies that make physical products, where "just A/B test it" is science fiction
Open Q&A throughout. Bring your questions.
What you'll take away
A practical filter for deciding which of your outputs (human or AI-made) deserve to ship: the consumer, the problem, the behavior that proves value
Why the bottleneck moved from production to attention, and what that changes about your job
How to define "good" in terms of outcomes instead of polish, with examples from digital and non-digital companies
A preview of the argument Jeff brings to the AI Summit Barcelona stage in September
Who should attend
Product managers — you're the ones this decision keeps landing on. But also designers, developers, founders, marketers, and anyone who ships AI-made things or is buried under everyone else's. If your reaction to most AI output is "this looks great and I don't trust it," Jeff will give you the words for why.
About the speaker
Jeff Gothelf is the author of Lean UX, Sense & Respond, Forever Employable, and Who Does What By How Much? — books that shaped how modern product teams build, measure, and learn. He coaches leaders and teams around the world on evidence-based product development and customer-centric ways of working, from digital scale-ups to companies that make physical products.
He'll be on stage at AI Summit Barcelona this September with his talk "AI Made It Easy: Who Decides What's Good?" — this session is your sneak peek.
About the host
Jacob Zangel is the founder of Flourish with AI, where he helps non-technical B2B founders, marketers, and creators get real business results from AI through fun and gamified challenges, content, and live experiences.
He brings 10 years of experience in growth and B2B marketing, including work with Fortune 100 companies, and is launching the Flourish with AI podcast later this summer featuring guests like Gary Vaynerchuk, Neil Patel, and James Clear.
More to come
This event is part of the AI Summit Barcelona × Flourish with AI collaboration bringing you this summer's events program: a series for operators and builders working with AI in the run-up to the September 22–23 Summit.