The Future of PLM Is Human? AI, Trust, Community & the Share PLM Summit 2026 Debate

Episode Summary

What happens when the most respected voices in PLM, digital transformation, and engineering meet in a Spanish vineyard to talk about AI, organizational change, and the human side of product development? In this special Share PLM Summit 2026 edition of The Future of PLM Podcast, Michael Finocchiaro sits down with Maria Morris, Jos Voskuil, Oleg Shilovitsky, Rob Ferrone, Patrick Hillberg, and Nina Dar for a candid post-conference debrief in Jerez.

The conversation covers why Share PLM feels structurally different from vendor-driven conferences, how human-centered digital transformation still matters in the AI era, and the economics of consulting, expertise, and knowledge work when AI is compressing what used to take weeks into hours. Expect debate on whether AI will replace knowledge workers, why trust and community may be the real conference ROI, and what the Share Nest initiative signals about the next generation of PLM practitioners.

Topics include:

✅ Why Share PLM feels different from traditional vendor conferences ✅ The role of AI in engineering and manufacturing ✅ Human-centered digital transformation ✅ PLM implementation lessons learned ✅ Trust, community, and collaboration in the AI era ✅ Why the best conference conversations happen between sessions ✅ The future of consulting, expertise, and knowledge work

Whether you’re a PLM professional, digital transformation leader, engineer, consultant, software vendor, or AI enthusiast, this conversation offers practical insights and thought-provoking perspectives from industry veterans.

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Chapters

00:00 Introduction & Welcome 01:20 Maria Morris: Why Share PLM Exists 02:00 Nina Dar: Putting Humans Back Into PLM 03:30 Oleg Shilovitsky: Why Share PLM Breaks Traditional Conference Models 05:45 Patrick Hillberg: Why He Flew Across the Atlantic for Share PLM 07:35 Rob Ferrone: PLM as a Human Endeavor 09:50 Are Human Connections Becoming More Valuable Than AI? 12:40 How Do You Measure Conference ROI? 15:10 Most Memorable Presentations & Key Takeaways 20:05 Gentelligence, Data Strategy & AI-First Thinking 22:10 Helena Haapio’s AI and Business Transformation Keynote 24:50 Will AI Replace Knowledge Workers? 28:40 The Economics of AI, Consulting & Expertise 30:05 Daniel Kahneman, Critical Thinking & AI Risks 31:10 Sponsors, Community & Conference Design 36:00 The Power of Workshops & Interactive Learning 42:20 Sustainability, Digital Product Passports & PLM 44:55 AI Workshops, Audience Participation & Future Skills 48:20 The Share Nest Initiative Explained 51:55 Are Conferences About Learning, Validation or Visibility? 55:50 Why Being Challenged Matters 58:20 Trust as the Real ROI of Conferences 01:01:00 The Power of Community in PLM 01:03:40 Disagreement, Debate & Better Learning 01:05:00 One Word to Describe Share PLM Summit 2026 01:07:00 Closing Remarks

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Full Transcript

Speaker

and we're live. Uh, welcome to the Shar PLM edition, well the second annual Shar PLM edition of the Future of PLM podcast. This is your host, Michael Finikero, and I'm joined by an absolutely amazing panel of people, all of whom were actually at Harris, including Maria Morris from Sher PLM, who is our extremely amazing MC for the second year in a row, just blew us away. Um, we also have Nina, who I had the pleasure to meet, who I hadn't met before. Nina, welcome to our panel. We're very glad to have you.

Speaker

Um, I've got Yas, I've got Pat, Oleg, and Rob. I mean, those who watch the podcast are very probably too familiar with them already. Um, thank you Pat so much for making the trip all the way from the United States just to see us. That was like amazing to meet you. I think a lot of people

Speaker

Yeah, thank you much.

Speaker

I think a lot of people enjoyed Rob's photo of us all fighting. That was a lot of fun, too. So, great job, Rob. Um, so maybe we just go around the horn. I mean, we had this two days of uh really spectacular presentations. Um, you know, how could you do it better than a venue with inside a bodega and Harris with the beautiful weather? Um well why don't we hear from you first Maria because it's really your event and you did such a spectacular job MCing. I mean what was your takeaway from the two days? I

Speaker

think it was it was a really amazing experience to um come back with the second series of the SH PLM summit. It's always a pleasure to be invited back to and MC the event. I always say I have the best job over the two days because my team are running around in the back trying to make sure everything is organized and I just get to have a good time on stage with you all. Um and yeah, so feeling very re-energized and motivated to do it all again next year with you all.

Speaker

Awesome. Um yeah, I wanted to maybe have Nina talk about it because we haven't heard her on the panel yet. Maybe you can introduce yourself because I think folks know who uh know the rest of us.

Speaker

Okay, thank you. Um so Nina Dar uh my company is called Cheeky Monkey and we've been involved in PLM transformations for the last 20 years or more and from a human perspective. So it was really lovely to see a new wave of people trying to push the human agenda in PLM through what share PLM try and do. Um and of course as you've said who wouldn't want to go to a conference that isn't a vineyard. So um all great and um really spectacular background very human focused agenda but I think the magic comes as always for the people that attend and I think the attendees like I know all of you from all of my 20 years working in PLM. Um, so there's a lot of experience around and there's a lot of people who are looking for change and so the the biggest takeaway for me was that the conversations that broke out were dynamic, disruptive and really a set of people who were curious about what happens now with PLM AI the whole digital mashup that we have to face in our everyday lives now. And that that was the best reason for going.

Speaker

That's awesome. Um Oleg, you uh did not dress up this time for it.

Speaker

Thank you. Thank you.

Speaker

How was your trip? Because you you and Patrick both flew over from the United States for the for this. Was it worth it? Are you glad that you you flew over from Boston?

Speaker

You see, the proximity of Boston is uh understated. It's almost Europe, right?

Speaker

Yeah. Uh so you can think about this uh but uh well I think my my perspective on the event which I think a second event is is getting better uh every every time. So uh what what what I like especially in this event is that it breaks the normal patterns of the BLM event because uh in the normal in the normal event it's always everything is so scripted because I mean you have the keynote with the great news and then you get customers that uh come and say more or less we've been in a terrible situation with ABC and then we amazingly found XYZ and now our life is so great and and it's more or less you can say it about every single presentation uh and then you get some coffee breaks and and and the reception. So I I think what I like especially in in share PLM is that it's trying to break this uh narrative and I think it's successful and uh I think it's I added it to the list of my events that uh you know to together with a few others where the conversation between people are more important than presentations. I mean I do not disrespect the presenters. I think it's a it's amazing amazing line of presenters but the conversation between people are more important than presentation and uh I mean I I have to I have to say that when you go in the place that have wine fumes

Speaker

you can expect after some time to be a little bit drunk. So I don't know if it was wine or PLM but it was successful. So that's it. Thank you. Um, Patrick, you also flew over from uh from the States and this was your first event like Nenah, right?

Speaker

Yes. Yes. Right. Right. Exactly. And I um you know when Maria posted the event, the first event a year ago, I said, "Oh, I so want to go to this thing." And there's just no way I could pull that together in time.

Speaker

So um

Speaker

early this very early this year, months in advance, I started planning I started planning the trip. Let me say my trip from Detroit to uh Harath uh my flight landed in Boston. So I also came from Boston. However, my suitcase stayed in Boston even once I was in Madrid. So that that caused a little bit of a challenge early on in the project.

Speaker

But um I just had so much FOMO last year as everybody was posting on LinkedIn how much fun they were having. It's like oh my gosh, I've got to go to this thing. So So anyway, so I planned I planned the trip very early. Um, yeah, it's, you know, to tell you the truth, um, one of the major PLM companies is having their user event literally biking distance from my house. Bicycling distance. Tomorrow I'm going to bicycle

Speaker

past it, right? I just don't have an interest in going to it because it's kind of the same stuff over and over again, right? So, so the the tacet learning that we get by interacting with individuals actually the the I think there's a real advantage in being a little remote in Har um the fact it's a little difficult to get to means you really want to be there right so so in any event I had a lot of fun with it um I definitely intend to go next year I encourage anybody you know with you know anybody in my PLM sphere to to look at Spain for their PLM conferences is next year.

Speaker

Yeah, I did a great post about that. If you want PLM, go to Spain. That was great.

Speaker

Um, Rob, you did not bring your your the the Ferrroni players this time to hit as like we had this great murder mystery last year and were they on strike? I guess they were on strike or something.

Speaker

That was it. There was um the script union strike so we couldn't get the uh screenplay written this year. Um I think the you know there's a couple of things that stood out for me and one of them was the uh diversity of the human topics. So what people in the past have you know when when you talked about uh people in PLM and I and that was part of my uh presentation last year or the sketch I I talked about it's not just about the users and it's not just about or change management and it's not just about training but the whole endeavor is a is a people um endeavor because you're you're um you know thinking about the the vision. Yeah. You know what's the what's the business sense behind it? who cares who's motivated, you know, there's humans emotions involved and and so we we just saw so many different elements um of the the human condition associated with PLM and and every single one of them was a light bulb moment um for me and and I think it just helps to um encourage people that um this is a a people uh sport. And um the other part of it is um when you know whenever I spoke to anyone at the conference, it turns out that they had somehow worked with other people at the conference. And so you realize everyone knows everyone and everyone's kind of worked with other people in some way or another and they've got history with people. And so there's this idea of community, but it's it's it's very much um a team sport, which is um that's one thing that stuck with me as well. on the idea that we're in this together and ultimately we we've all got the right intentions. You know, we want to help the customers and and we've got businesses and and we need to make the businesses run, but but ultimately we're there to um create customer success and and we're going to do that by doing it together. So, this idea of community coming together with a shared um vision around the people part of PLM is is just um so energizing. You're muted, I think.

Speaker

Well, people got fed up with hearing me snoring and and himming and hinging, so I I decided um

Speaker

Nina gave us it's nice as a question. So, I'm going to pick and choose from here. I'm gonna ask Yas this one defin.

Speaker

Yeah. I wanted to ask you that in the age of AI and digital overload are human condition and presence becoming the real differentiators for this kind of conference. I think that's a perfect Yas question. So I I will first start with my impression if you allow me. Of course

Speaker

I'm I'm used to be the last speaker in the conference most of the time. So uh no problem with that. So first of all

Speaker

Denise speak that beat you to that.

Speaker

So for me it started as a reunion of old friends. I think Nina we met in 2012 and you stood out as a soulmate also with human interest in PLM and it took six seven more years till I had my soulmates with share PLM on the on the human side of of PLM but also yeah I was glad to see Patrick face to face and Ole we once in a while meet but also it was great again to spend days together and the rest I think in Europe we once in a while we see each other so for me it was this community that was the the most important the discussions as you said or like I think beyond the the presentations although every presentation on its own also brought something new for me some were expected but some were really new things and and that's what I liked because we are focusing on on the human side so you don't have those industry specific discussions on buildup materials or uh even fights on build materials we didn't have during the conference so I mean that makes this uh event unique and considering Still Kir is hard to reach but it's the best place to have this humanentric approach. So uh I'm I'm afraid that if you would do it in in Paris we get stuck up in high-tech buildings and environments and and we lose this human connection.

Speaker

So now time for the questions.

Speaker

So the question was the question was in the age of AI and digital overload uh our human connection and presence becoming the real differentiators for this kind of show. I

Speaker

I think that's what we what we noticed. I mean it's very boring to talk with JTPT or other AI tools. I mean now you even have more time to spend on on human interactions and the only big challenge is don't get distracted by all those AI tools and capabilities sitting behind the screen. Connect again. I think it's also something we learned after co working from home was nice but after when we start meeting people again that's where it started at the end we are all humans and that's I think the big uh importance

Speaker

um Maria one of the questions from Nina I like this one for you because you're really the the the breathing soul of this event right how do you measure the ROI of a conference be beyond just leads and sales and attendance numbers

Speaker

yeah I mean to be honest going back a little as to why we created the summit. We didn't go into it thinking this is something that's going to make us money. In fact, we were happy to invest in a conference that we really believed in because ultimately, I mean, as I think you can all relate to, we've spent many years attending PLM conferences where we hear lots of amazing success stories, what went well, how much um money we've saved, time we've saved. And I think ultimately one of the things we were missing was a bit of that human reality of of a of this type of transformation. So what went wrong? What didn't go as planned? What did you what was your initial strategy and how did the strategy develop over time? Because I think it's in those lessons learned that people can actually take away meaningful

Speaker

thoughts and opinions and they can actually start relating somebody else's transformation and project to their own. Um if we just say everything went great, it's hard. Yes, we're happy for you, but it's hard to actually take something meaningful and tangible from it. So, that was one thing we wanted to bring to the conference. We wanted to bring a sense of humanness. So, bring people back down to earth. Tell us what went wrong, how did you put it right, and let us take something meaningful away from your presentation. Um, but also the sense of obviously at we spend a lot of our time working in projects where

Speaker

the people side is what's really holding uh transformation back. It's not the technical side. And again, very often, even though our customers are saying, you know, it's it's the people's side that's really the make or break of these projects, this isn't something that's that was ever reflected in previous conferences we went to, if very little, if not ever, were the the people's side actually reflected in in these talks. So we also wanted to bring the focus back to people as well and provide a space for our customers, our our followers, people who are interested in the space to actually come together and talk about the more unspoken topics and learn from each other and connect with people that way. And so for us, the ROI has always been let's make sure people can go away and say yes, you achieved what you set out to do. And I think listening to your guys' intros, I' I'd like to say we've achieved that um in the last couple of years.

Speaker

Think you get a couple of thumbs up for that. Um another Well, I hope Nina joins us again. She she she must had a networking issue. Um I like the question she put here about the moments at the comet the summit that felt the most authentic, memorable or impactful. Um if I speak for myself, I thought that the talk from um Dr. Andreas Wank of Pero, his whole thing of, you know, at at the end if we couldn't get a good decision, we would do it at the football table. That, you know, that was awesome. That was just very very human and and very relatable. Um, I also like it was an interesting one, the one from Matias Gabriel of SMS where he's talking literally about how do you do merger and acquisition and how do you keep continuity of PLM. I thought that was a really fascinating one which what other conference would you hear a story like that, right? That has nothing to do with the vendor. It's that's really purely a people thing. I thought that was amazing. What other moments you know, you know, anybody speak out, but which of the presentations that really resonated with you guys?

Speaker

Go ahead. Yes.

Speaker

Okay. So the one that really stood out on on day one for me was both Savier because coming from a lean translation project I mean it was not our bread and butter but the human side it was so recognizable and he used such a good story also the pyramid upside down and the other one was the one from Susanna which was a typical example of what we discussed in our presentations. It's not a nice linear process from left to right BLM implementation. It's a it's a struggle. It's a journey but uh you have to create stronghold and place and I think these are really the the things that uh where you learn and realize again PLM is so broad and it's it's very much related on on the human side. So how you organize yourself and how you create your strongholds in an organization that was really for me day one. Yeah, I I was going I forgot the guy's name who um he was a Spanish guy that's moved to um

Speaker

Scandinavia.

Speaker

I like San Pedro. I was about to bring I was about to bring him up as well. Right.

Speaker

SKF group. That was a really good one. Yeah. So yeah, he did a really um um fantastic uh presentation on how to explain the value of um PLM to you know how do you how do you get budget for it and um and the way to put that together and it was really there's a couple of uh presentations that was super pragmatic. There was um what the other the other company um from Sweden the the system increment um helped me. Oh um as Alboy no not Antonio

Speaker

no one of the vendor presentations but they um

Speaker

um QCM probably right

Speaker

yeah that's right yeah so apologies for forgetting the name but they um also then talk through the process of how they developed the requirements for a PLM um you know transformation or integration it was so you know pragmatic working level um explanations of of the realities of um you know doing the work we do so not not the big picture digital thread concepts but really the, you know, the the actual

Speaker

down in the trenches kind of stuff.

Speaker

Yeah, I love that.

Speaker

How about you, Alleg? What was your what was your favorite?

Speaker

Well, it's uh it's this is one of those cases where it's very hard to pick because there are so many so many so many good good presentations there. I think Susanna's presentation about PLM implementation was really uh landing very strong because uh this is where it switch from the uh glorified PLM success to something that pragmatic and practical and you know it's you you're stuck in problems like obviously you're stuck in problems and I I think another presentation that I picked on very very interesting and again second second time in a row Last year it was also the presentation from Asablo. Uh I think it's Antonio what what is remarkable in that one is because uh it is a company that acquiring company every three weeks. Now how you organize everything for the company that is such dynamics and growing and cannot adapt and change that's that's a really really really challenge that I I think it's a very important lesson learned from what they did and and on top of this like on every presentation is also then conversation after the presentation and that's what it's the most interesting part because what I found very remarkable that under every present ation then they have conversation with this person you find something really really interesting that was kind of behind the scene behind the scene so that's that's that's what that's was very interesting

Speaker

so Nina what about you what was your favorite presentation which one resonated the most

Speaker

well of course all the people here was my favorite was my favorite

Speaker

the panel discussion was your favorite

Speaker

um personally Personally, I loved the Gen Intelligence one. Um, I felt that that was complete future thinking and and the space that I take in the PLM world is is more pushing people to see that over the years perhaps PLM software has its limitations that create so many issues actually and most of the time we have to step backwards and say well what is the capability that the customer site actually needs and what are they trying to do? Where are they trying to go with it? Why would they want to invest in this product life cycle? What's it mean for them? What's it going to deliver them? And so often those conversations are led by software first. And it always causes a problem. Always. And what Gentelligence were trying to do was to say don't have the software conversation first. And they were taking that even further to say that data is where we must be at. I mean, we've all said this for years. This is not new to us. We say it and we say it and we say it, but people don't believe it. And what they were trying to do was say there's different ways of looking at this. And especially now with board conversations being absolutely fixated on investment in AI, this is how perhaps you can draw parallels to this back to the product life cycle, back to the data model and I I just think that is the approach going forward. Um so I I was so happy to see that.

Speaker

I thought uh Helen's was really good too about the economic piece. I mean I'd never had that perspective. I changed my website. thanks to that one. The whole the whole three out of four trick was was a nice one.

Speaker

Okay,

Speaker

so we were just talking about some of the the presentations and I think um we wanted to put a special mention to Helena's uh keynote which was pretty good. Helena's uh presentation was that it was so raw and so honest because they used their own business as the example. And I think for anybody um I don't know if people get to see recordings if they weren't at the conference but it's one that lots of people would want to see because she's talking about the realities of trying to run a young business in the age of AI and and she did it in such an honest way. Now it led to lots of debate and I like I don't think there was at all the amount of questions that could have come at the end of that because um it's about cutting consultancy time because you know AI will take a lot of the burden. Now these things are up for a lot of debate and again it would have been a fantastic thing to debate afterwards because there's no doubt she sets a fantastic scene. She sets the great case study but then at the end of it what are we saying that actually AI is going to take people's jobs is going to do all the things that people is worrying are worried about and do we want to let that happen and of course for anyone who's read my book knows that I am pushing a different agenda on this that these decisions are not made yet and it is up to us to have a say on what we want definitely the tools exist exist and they can take us in lots of directions and I think definitely in a year's time for the next summit that should reappear with the debate of what what's the societal impact if we do take that scenario and scale it.

Speaker

Yes. Yeah. So yeah, Elena and I we discuss on a regular basis the AI impact and we are following in one way the same positive uh mindset of what is possible. But I think there but at the end we divert. I'm a little bit less optimistic that humanity will survive AI the way it

Speaker

is uh expected that like Nina said we need a revolution. We need to take care of our humanity in in the context of AI. And I think yeah it was an inspiring speech. I think that that makes you uh in one way motivated to work with the AI and not to be afraid of it. I think that was also the big message and stay human and Rob.

Speaker

Yeah.

Speaker

I was just going to add I heard this.

Speaker

Sorry. I let you go.

Speaker

No fine.

Speaker

Go ahead, Rob.

Speaker

All right.

Speaker

Okay. I'll go. I love it.

Speaker

There are there are there are two things that's very interesting and I capture it in Helen's presentation. It's always on the one side it's always human and the human perspective. On the other side you I'm sure you remember she was talking about uh enterprise harness and how to actually bring AI to the organization and I think it was very remarkable that she connected

Speaker

uh these two things together. Although the most important thing and that's continued in the conversation and the topic that I picked on this is that for everyone who sells arrows these days it's a time to stop because what AI will do is will force us to stop selling arrows and will force us to start selling something else. uh and uh that is something that I think is a continuous conversation after that keynote that I'm having with few people.

Speaker

Yeah. Did you say ours or ours? Hours. Hours. Not ours. Hours.

Speaker

Sorry. You know, let me let me explain yours. It was it was it was an old joke. And Fina can cut this out if she wants. Then the plumber, not digital plumber, the real plumber was invited uh to the home to fix something and he was looking into things and then he made one top and everything was fixed and they asked what is the bill and said $1,000. He said, "Well, how how come $1,000? You just make a small top." He said, "Actually top is $1 and9 $999 is for knowing where to top." So that's about selling the hours.

Speaker

Yeah.

Speaker

Uh go ahead. So uh Rob, then Pat, and then anybody else, and then we'll finish.

Speaker

Following on from Oleg's um comment, and this is something I brought brought up in a panel discussion, but um um a company I was speaking to recently, consulting company, um was um is is planning, um to see a drop in their time and material activity by 40%. uh you know so that's almost half their business that's going to drop away but at the same time they um are expecting over 40% of the business to to grow um with AI topics so there there's going to be a give and take um how much of that is uh how what that means to people Nina is is another question but um I think the um you know one thing I or challenge I've got around um Helena's presentation is the um about the transference of work to to to be more creative and human work. I think um in in theory that's great, but you know who who's going to be paying for that? That's my big question. And so um is that something, you know, I think c can we influence the the march of AI? I don't know. You know, I I've mentioned it a few times. Is it going to take a revolution to to stop this? Are the people going to rise up and they start losing their jobs and and everyone goes into well, not everyone, but you know, more and more people start going into poverty. Let's see. But um I think um one potential way out of it is to um find a way to um monetize the the human work that can't be done by AI. But um that that's the way that we could take back the power. But that's um that's not not an easy thing.

Speaker

I have actually an answer to Europe. It's very interesting. Last week I was in the panel here in Boston with the Gartner tech CEOs and they've been talking about AI. So here's interesting number to take and think about this deeply. So the average revenue of a company with AI for the moment is a benchmark is 1 million per person annually. It's 10 10 times bigger than an average for a nonAI company which is about $120,000 per person.

Speaker

So it's it's just a massive shift in the in the in in the value and uh in eventually in money. So that's that's where it's very interesting.

Speaker

You know, where where's that money going to come from? Because if if people haven't got jobs, they you know, they're not going to be buying products and services. So, you know, they can they can have that um leverage, but um the market the the um the money needs to be there in order to fund those companies.

Speaker

Yeah.

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They measure measure revenues.

Speaker

The hyperscalers are pulling back. I mean, the the Microsofts and the Metas and the others are saying we're spending too much on AI and there's there's a variety of people coming out saying that humans are cheaper. But I want to flip to something else. I want to flip to Yas's talk and and his reference to Daniel Conoran. And if you saw me in WhatsApp, I posted that that I was drinking a German beer at an Irish pub in Herth, Spain, right? So reading conaman in conaman I Daniel Conaman's book thinking fast and slow I see this as antithetical to artificial intelligence that that artificial intelligence reinforces system one thinking which is the fast quick low energy um highly biased thinking and we're losing track of system two thinking which is the more critical thinking that and I and I won't go deeper into this too much, but particularly in the PLM space where a tiny little mistake causes multibillion dollar and multiund fatalities. Um, I I have real concerns regarding the use of AI in PLM and we could have this as a conversation at some point.

Speaker

Exactly. Absolutely.

Speaker

Did you Did you pay attention? The conversation goes much faster when we know that it's not real time live.

Speaker

Yeah. Right. Yeah. All right.

Speaker

Okay.

Speaker

Um, I wanted to ask come back to Maria in terms of the organization because, uh, last year there was a bit of concern because the sponsors were sort of off in a corner and this year you put them really at the center, right? I mean, they were right next to the food and everything. Um, also if you look at No, but they were much more visible. It was cool too because you had these two breaks where the the point was to get a tour of the boost which was a good idea. Um if you look at the number of presentations there were 10 or 11 case studies and seven sponsor presentations and I felt the sponsors played the game. They weren't just there purely advertising. They were talking about the human and their particular solution. So how did you guys come to that? I mean that's really hard to do. I think congratulations on doing that. It's really

Speaker

startling. Yeah. Well, of course, to put uh such an event together, you need sponsors um to not only financially support you, but also sponsors that believe in your in your uh message and uh what it is that you're trying to achieve with such an event. So, luckily, all of our sponsors are absolutely incredible. And right from the beginning, we made it clear that this the purpose of this event isn't a sales event. It's an event to bring people together to share knowledge and learn from each other's um expertise. And so we told them from the beginning that their presentations needed to of course show what it is that they're specialized in um how they support their own customers but also bringing the focus back to people. So a lot a lot we had quite a few um software vendors for instance sponsoring us um and we put the focus on how do they actually support users to adopt the system itself not just the technical presentation which I think is quite different to um other events they've sponsored and the type of presentations they've given but again we were so lucky that all of our sponsors believe as well in a kind of people first approach to the success of these types of transformations um and again um last year we took on all the feedback that we got whether that was from sponsors or from attendees in general and one of the the biggest feedbacks we got was that people wanted to spend more time with the sponsors. Um so last year they just had their keynote in their booth and this year we we tried to create an environment where not only they were closer to us all but also that they were um able to be given a specific slot for everyone to to go around and learn more about what it is they're doing, listen to some case studies. Um, and yeah, from what I've heard, people really liked it. In fact, the feedback we've gotten so far is they wish there were two rounds of the sponsor store. So, that's another thing we're considering for next year. But I think that's just a such a compliment to all of the sponsors that we have that people want to spend that time with them and that they don't feel like they're just going to be um pushed a new system or software or technology. Um, they actually were able to learn something. So, yes.

Speaker

Yes. You wanted to add something?

Speaker

Yeah, maybe I can add to this. I I fully agree with Maria. Finding sponsors for such an event to human centric is is very challenging because most software companies are there to sell their tools and I think it was a genuine interest of those sponsors in the human side and I think yeah a big round of applause for the sponsors because uh we need them to make the conference affordable but they also did a good job in in their sessions and presentations.

Speaker

One of which is Aerys who's also supporting this podcast. Thank you very much Eric. go ahead and rub it.

Speaker

Um the I mean I think it's an it's a fantastic opportunity as well for sponsors for next year too because if you're a company that's trying to you know position yourself and differentiate yourself um especially you know system implementers etc. It's a it's a great one to attend and speak to your you know human capabilities. I know of a a a case recently where I was talking to a company that selected their um implementation partner based on their credibility around B change management and um you know transformation management and um so it is a it's a a valuable differentiator and if you can get people along to the conference as a sponsor and talk to that you know I think you're um you're putting yourself in a good position.

Speaker

Anybody else want to add to that? Yeah, let me add just a little bit. In addition to um in addition to the what was on the stage and and from the sponsors, what I get out so many conferences and I want to say was even better here is the side conversations and in my comments on that on the um the event. You know what you see on the stage is what is and what you talk about in the corners is what could be and you need to have this. You need to have the sponsors. You need to have the the big ideas. You need to have the stuff on the stage which attracts people to this conference. But I don't want to miss out on the side conversations which are the things that we'll be talking about maybe two, three, five years from now, right? Are those conversations that we have a couple conversations I had and I won't go into the details but at least you know I teach PLM and at least two people came up to me with an interest in teaching and I I just love supporting that idea. And I think if you look at long-term cultural change in the PLM space, particularly a human- centered sort of change, it gets to who is willing to willing to teach. So um so anyway, so I just wanted to do a Oh, and I I want to add one more thing to a person on site. Nina, there were three um three events at the end, three individual workshops at the end. I I attended Nina's wonderful job of that. So

Speaker

I'm sure Yas and whoever did the AI was wonderful, too. Nina did a wonderful job.

Speaker

Um, yeah, I did. I was on the AI one. That was really well done. Um, well, ma, Nina, why don't you talk about that? That's an interesting because I didn't get to hear about it. So, I'd like to hear what you So, how did you Well, first of all, Maria, you did last year you guys had two workshops. This year, you went with three of them that seemed to work really well. So, Nina, tell us about your workshop. Before I tell you about my workshop, um, and I think I've been naughty and not completed my feedback on the conference, a real reminder to do so. Um, so many people said to me and me myself thought I wanted to attend all three workshops. Right. So that was huge feedback.

Speaker

Yeah. I'm two out of three, right? At least.

Speaker

Yeah, exactly. Um and uh my workshop was fascinating even from design because I had the pleasure of working with Christina from share PLM. We were bringing together two very different sides actually of a human approach to change in the PLM world. Uh and also my style is so disruptive and so it was such an interesting experiment even us designing it together. And I kept saying to Christina, "People should be watching this. They should be watching the conversation we're having even in putting the workshop together." And then when we were there and we were live, I um encouraged Christina to say, "Go with it. Go with this because there's a chance here it will not go to plan." And and I tend to very much feed from the room. And actually the energy in our room is a little bit low and it just wasn't what I wanted it to be cuz we were talking about the standard stuff. This was my concern. People have heard this. You know, you talk about the human approach to change. God really people know it. What people don't know is how to flip the switch on it. So what it feels like, how do you get that emotion going? How do you get that emotion in the room? And so to get the emotion in the room, I went completely off script. and we did some improv and we had did some role play and split the room into two and they had a brief which is just like the brief that we always get. There was not enough information, not enough time and people didn't really know what they had to deliver back and they had to just go away and do it two two sets both with opposing views. So the role play was they had to come back. One of them had to do it right. One of them had to do it badly and and I have two people that were here so they can tell you themselves. Um but I thought it was brilliant. And the energy in the room went from a very average sort of 2030 to bang 100%. And it was it was a miracle to watch and for everybody else to watch that that is how you could actually flip the switch from in a real environment.

Speaker

I want to let Rob talk about it, but let me just interject real quick as a teacher. Something I find and I teach an online class, but when I put students into breakout rooms, it really elevates the the energy. And when you put them into Zoom breakout rooms, you can see their microphones as to whether or not they're talking. And there are people who will not say a word if I'm in front of a class. But you put them into a breakout room and suddenly the the microphone is bumping up and down, bumping up and down, bumping up and down. They just they just can't stop talking. But Rob, please talk about your experience in Anita's class.

Speaker

Yeah, the it was terrifying. the no I mean what I so you know I had a I had a session with Nina a while back because I was running a workshop and I and I thought I'd go to you know um the the guru of of workshops and and people transformation Nina and I said Nina you know how how do you approach these and what what the kind of things you ask and and so she started um you know I was I was getting ready to write down okay ask this thing here then you go on and ask this thing here and she was um you know She's got a style Nina has and um and I didn't really understand it until I experienced it. And um the the um in in classic workshops you have or in sessions like that, the um person leading it might ask a question and then they'll um you know pick vibe off the answer and um and kind of go with it. But but Nina would would kind of get up close to the person she's asking the question, really get into their space and and the person would give an answer and she'd be bang back in with another question directly even challenging them and forcing people to really check their thinking and um um you know really get to the the the deeper second question or the the deeper um you know underlying topic or issue. And so that that was amazing to see that happening. And then as um Nina said, you know, once we kind of split into our groups and you had a group that was um effectively not not ready for change versus a group that was ready for change and um you know, it just made it very very obvious what that looks like and also um more importantly what it felt like, you know, so when you're in that situation, how do you feel and how how does it feel to vibe as a team? And it felt, you know, amazing. And um you know that's something that um you know there's there's there's a real art to the the human side of um uh business and we experienced it. We lived it. Um Yas, you did another workshop, right? Wasn't yours the other one? The sustainability one?

Speaker

You're on mute.

Speaker

So with

Speaker

there you are. with the QCM team and with Patrick Wilson from RAS. We did the sustainability and digitalization workshop pub quiz. It was part of partly education and and and partly also I would say trying to get a discussion on where are you are you making your next steps yes or no. And one of the challenges was we had more consultants than uh people working in companies. So uh finding field experience was a little bit uh difficult and because sustainability is for most companies still an unknown area. It's on their marketing website already but the execution still has to follow.

Speaker

Coming back to the workshops uh I would like to attend them also three of them and I think indeed workshops make this conference different because otherwise you're dead by PowerPoint and you run from break to break. Now in this workshop as you said well people can speak up the inpat you said there so uh we should keep it but the challenge is yeah to to keep the parallels uh in one one side it it it works having them parallel but uh three workshops in a row would be too much for me. Well, was yours um because I was Oleg and I were in the AI one and that was a little bit more people speaking and a bit of audience participation with an app on the iPhone.

Speaker

It sounds like Nenah's was far more

Speaker

uh you know a lot workshop breaking into groups all that kind of thing.

Speaker

Yeah.

Speaker

Um what was yours more interactive or was also sort of uh less so?

Speaker

Yeah. Yeah. We we had in one way a pop quiz with 10 questions. uh but between the questions also we had some discussion points and and some theory about circle economy about digital product passport. So it it was uh yeah trying to be uh entertaining but also educational.

Speaker

Okay. Well

Speaker

yes I have to say I apologize to the other workshops that I didn't attend but when Josh told me a pub quiz was involved I had to attend his workshop. The the thing the thing is I think you could take the Nina Da and Christina approach and apply it to any of those workshops because it it wasn't even though the kind of topic of um Nina and Christina's one was um you know people in and change etc. I think you those just the way it was done could could uh transform any of the workshops on the topics and the way that they're being discussed and and really elevate it beyond um you know classic um workshops that we're familiar with

Speaker

and I'll switch back in my class but um which again the title of the class is product life cycle management. I open up with a simulation that is designed to just frustrate the crap out of my students, which is so much fun for me, right? So, but it sets up the rest of a 15week semester. And I think I think you I think there's ways to do similar things in in conferences or or potentially even before conferences. But it's a terrific icebreaker. With their frustration, they start building social bonds and then the social bonds carry on through. And when I get evaluations at the end of the semester, what they always ask for are more simulations. So, um, so the breakout rooms and and somebody was using menty. I forget who. I know somebody was

Speaker

using No, we should talk about the nest.

Speaker

Oh, yeah. I was going to get to that. I I wanted to just mention um I also had a panel discussion I thought went really well. I was very happy with um uh what Christina was anchoring that with me from Sher Lim. She did a fantastic job and I had Susanna who we've talked about her presentation. I really appreciated that. Uh Linda who did not talk this year but um we were very happy to have Linda Valmet and then of course um the eternal Martin and uh Rob. So I mean Rob uh what did you think about the that panel before we talk a little bit about the nest thing?

Speaker

Yeah, I mean it was it was a great panel discussion because I think you had so many different perspectives and and very real perspectives as well. So it wasn't just we think AI is going to be doing this but it was actually you know this is how this is how AI is in our company and these are the things we know these are the things we don't know as Yos picked up in his um um you know the post that that you know one of the answers was I don't know and um yeah so it was um yeah enlightening and and educational and um I think uh you know the audience was engaged and and you did a good job of hosting it for you know Maria what's your you know what's your I do have some feedback on the panel actually because not disagreeing with all those things but I think that that panel would that panel was chop block full of expertise right and it was great watching you all talk about your expertise but it would have been better if we could have participated with the panel because I think there were loads of people including including me in the audience that wanted us to say, "Hey, hey, when you're talking about that, what about this? What did you actually mean by that?" So, um, I've seen panels before where everybody introduces themselves and you get this wow moment, which you definitely would have done with this panel, you know, when you understand what everyone's doing and then instead of the panel just talking to each other, it's thrown right out to the audience and the audience participates with the panel and it is just turns into a whole big room experience and I have seen it done. It doesn't it isn't as chaotic as it sounds. It's a really it's really something quite special and I think the quality of the people on the panel and yourself that you could have easily for next year for next year for next year my vote is there big room. I was still falling on the influence of seeing Monica Schnitker manage two panels at the Zemen's uh PLM components event in Cambridge and she did such an amazing job that I wanted to like do this similar to hers and and plus obviously extract as much as I could from the brilliant people that uh that I was given. But yeah, I'm always up for improvement and that sounds interesting. It sounds terrifying but it sounds very interesting uh idea. Um so for those that weren't there, we had um uh drinks the night before. We had this whole day of conferences and then um we had this special event which was the opening of Share the Nest in Maria. I know um uh Paula's not new, but maybe you could talk for Paula and talk about the the nest a bit.

Speaker

Of course. So, the nest is a super exciting initiative um that from our side's been going on for a little while because there was a renovation involved and a few delays as you can expect. But, um the nest itself was designed as a place in which we can again bring people together um avoid pure connection just over over zoom or teams and actually uh bring people together to focus on various topics. So whether it's simply a uh team that wants to come together similar to Andreas when he said we had to just get everyone off site to really boil down for a week on um what decisions we need to make, how we're going to make them. Um offering a place where people can do that out of their office space also with the ability for the share PLM team to help facilitate those discussions and sessions. Um but also to help um people um explore different avenues within the within the space. So, for example, at the end of June, we're hosting a um a hackathon. So, it's uh we're lovable hackathon. So, it's essentially for vibe coders, people who aren't necessarily um super techy in that way, but also want to keep up to date with all of the um all of the changes that are coming in terms of AI and making sure that people are able to explore these types of um tools in kind of a safe environment where they have the space to make mistakes and try things out. So the Nest is kind of a place where we can bring small teams together um and really go deep into whatever topics um that they're they're needing to. So yeah, it was it was really great. And Paula, who you mentioned, Fino, she's our CEO of the nest. Um she's also based in Herth. So she was kind of the inspiration to bring people there. And yeah, I think you guys will be able to concur that the the Herth is a city that when you're there, you really feel like you can slow down. It kind of forces you. It's also not the easiest place to get to, which I think is also really good for the the purpose because you're able to actually really get out of your comfort zone, slow right down. It's nothing like where most of us are coming from. Um, and then you're able to really focus on a specific topic at hand. So, yeah, that's the nest.

Speaker

Yeah, it was really cool. And then, um, you guys inverse the the thing last year we had, um, the flamco, the last day, and we had, um, anyway, that was that was a lot of fun. It was uh it was it was really wonderful. The wine tasting was was the day before and we switched it. That was really cool. Um I also wanted to like another question is I they wanted to actually put to Nina because I liked it. Is the um if our conference is still designed about just knowledge sharing or is it about validation and visibility? I like that question you put in the list.

Speaker

So I mean I like Maria's answer before about the ROI of a conference. You know the reality check. Um I sadly we are still so bound by some old-fashioned traditions right you know who sponsors a conference you know so um it becomes about validation and visibility doesn't it because sponsorship just drives that and the sponsors want to be there want to be seen people want to be seen there I mean the whole FOMO thing that Pat talked about you know it becomes that um everyone was posting so that that I think will increase. So that's just about visibility and validation. But you know the the real value of conferences going forward especially when budgets are so tight and people have to like just

Speaker

scrabble around to get any kind of personal development investment or anything. Conferences aren't really related to that. And I think I had this conversation with somebody actually at the event where we were saying, wouldn't it be great if conferences were seen as a training ground that they were educational beyond u a sponsorship sort of visibility thing that the workshops were um fundamental to people learning something and that became part of the business case of a conference and and and I can get really carried away with this actually as with most things. But I think what about a conference that is um just um uh crowd crowdfunded, you know, has no sponsors whatsoever and the sponsorship comes from the people who want it. And I know that you think that's like an entrance fee. That's what you pay. It's kind of not what I mean. Um, but there's I just think there is a time for a turning point on a conference and I think ShareP are doing that. They're doing it within the their constraints of reality at the moment and I think how amazing would it be if they weren't bound by those restrictions.

Speaker

Excellent.

Speaker

Can I just add something to that?

Speaker

Okay. Sorry, just Maria and then stay and then I have a question for Rob before we get out of here. Go ahead, Maria. One thing I was just going to say, maybe I slightly disagree in certain elements with with your um answer, Nina, only because I think if you're somebody who just wants a yes man and you want to attend a conference where someone's going to say to you, everything you're doing is amazing. I completely agree with your approach and strategy, then actually I I would say the summit probably isn't the place for you because one thing I think is so great about the community we've created at the summit and even you can see that through the presentations, people aren't all singing off the same hymn sheets. they're um disagreeing with each other. They're suggesting different ideas, different approaches. And I think actually that's what makes it so great because people feel safe in the environment where they can actually say, you know, thanks for sharing your opinion, but I actually would do it this way or I would do it that way. And actually so many people came to me during the conference and said there are so many people even about yourself Nina where people were were like Nina was really challenging my like way traditional way of thinking and no one had ever made me look at this differently and so I think that's what's really great about the summit because if you're if you're scared to be challenged probably don't come. Um, but if you want to come and expand your way of thinking and and hopefully leave with some really positive takeaways and and potential lessons learned that you can implement into your own into your own transformations, then I think it's definitely the place to be.

Speaker

Awesome.

Speaker

I I just think it can be more of that.

Speaker

So I don't I don't know if I said something that got So I was pushing them more of that.

Speaker

Yas, you were next.

Speaker

Yeah. So that then um I had a question to Rob and then Pat go ahead.

Speaker

Okay. So I just want to quote Elena Alander who said I never really took the time uh to invest in myself. She always send people from her team to this type of conferences and now she realized what she has been missing in the humanentric conferences. I think that's also a big compliment Marf to to the team and and the organization of the conference.

Speaker

Yay. Um Oleg you were you you had your hand up. Yes, I you know I'm I'm I found very interesting the question about ROI because uh I mean in general it's about sales and sales can be boring because on one side you you always buy from IBM because no one will fire you for buying from IBM but on the other side what I found for the for the for the last years especially experience at open bomb is that people don't buy best products so people buy from people that they trust. So, and I think that's something that brings a difference in the human perspective. So, like typical ROI from a conference, if you talk to marketing managers that put budget and they say, "How many leads you bring from the conference?" Oh, great. I brought 10 leads, it cost me $10,000. I mean, that's the that's the ROI narrow. But I I reverse it and I said it's differently. it this is amount of people that you now get trust uh with and that's an opportunity to sell them I mean in a good way this is what uh can lead and make it make make a difference so this is where I see the the new type of ROI it's a trust and how you gain trust from people and this is the different way how you measure all this events uh so I think it's an ultimate place to uh gain trust it's hard to gain trust from the virtual presentation and it's much easier to do in personal conversation. So this is where it makes difference for me. I had another comment I wanted to make you ask about the um the workshops and and I think AI was easy and hard at the same time because easy because everyone speaks about AI it's so easy you don't need to explain why we need to talk about AI and uh so but the second thing is hard is because if you if you think about this it's like AI if I can compare it's a kind of invention of electricity and invention of databases So it's a it's will become so much broadly adopted but it will be adopted so differently and to the conversation in in in this room was remarkable because first everyone already use AI I mean okay so you don't need to convince anyone any everyone already there but what do you do with this and how you innovate with this this is where the real questions are coming from and this is where I found it's very easy and hard at the same time So, uh, yeah, that that's that that's kind of thing.

Speaker

If I can react to the first part of what you said, I I love that how you said this kind of conference builds trust because you think about it when you go to um a bigger commercial conference like the one that's happening at Detroit right now or um or ITMS or or any of those. It's not really about trust at all. It's more like it's just uh trying to get swag, right? trying to get the most more swag than the other people and then and trying not to be completely brainwashed by all the the the sales presentations, right? Um uh Pat, I think you had a comment and then I had a question for for uh Sure. Yeah. And I actually I'm glad Oleg spoke because I think this picks up on both what Nenah and uh Oleg talked about. There's two well-known B2B sales books, The Challenger Sale and the Challenger Customer. And one of the things they talk about is that your customer is 60% of the way through the decision-making process before you know that he exists. So they're your customer is doing their research. They might show up at Real Eyes Live and not tell you that they're there, right? So, but where where can you find that early stage research? And I'm really big on the idea that PLM starts with OCM that that don't buy the technology is the you go to the big players, you go to all the players, the technology is not that different. The real difference maker is whether or not you're dealing with organizational change. And kind of to Oleg's point about finding that trustworthy partner, a big thing in those books is the person who will say does not ask you what keeps you up at night, but in instead tells you this is what should keep you up at night. So, um, so I want to say to to Tina's and to to Oleg's point that I think there's market space well before the major players get involved that ends up benefiting the players, but but gets you into, okay, what what should I be worried about? Okay, I'll stop. Um Rob because of

Speaker

yeah before you ask me the question I'm just going to um bolt on if I may to the the question that you asked to the others and that remember that it's not there's not just buyers and sellers at the conference so you have um you know there's people I met that just finished a project or finished with a company and they were looking to join another company and at the same time you've got companies that are looking to hire people and then you have people on PLM journeys at different stages so ones that have have just reached a level of PLM maturity and ones that are just starting out. And so with all of these kind of dynamics and also partners, people are saying, "Okay, I've got some technology, but I haven't got an implement." So what you're doing is you're bringing this community together and and kind of introducing people to each other. And and I did that so much in the conference, you know, grabbing two people and pulling them together and saying, "I just heard you talk about these things that they're they're mutually compatible." So you know, have a chat. And I think that's um you know, some of the real value that you get from the conference. So the question to you because of your famous photo was um did we have enough did did Maria and the team create enough room for disagreement, curiosity and emerging voices?

Speaker

Yes. Yeah. I I think the um um you know Nina's kind of always going to challenge everything including conferences and um but you know the share PLM team I I think they're doing a great job of challenging themselves. You know, I remember last year when they first announced that they were going to do the conference, I knew that it was going to be completely different and um and I know that the third evolution is going to be even better than the second evolution. and um uh the you know the um that they do give the the time you know in the the um let's say the the socializing activities that they build around the conference you know some one one um one person in the PLM space asked me if it was a um a retreat for for PLM professionals and um he meant that in a slightly critical way but actually I think that wouldn't be a negative posively yeah negative way of describing it because it's um yeah a place where you do create that space to come together and um have those like highly valuable interactions. The other thing I'd say as well is that it's um so I got a lot of value from the stuff I wasn't expecting. So the the the presentations that I had pegged as maybe being less interesting, they actually turned it out to be some of the most interesting ones. and the conversations that I thought might um you know have been less interesting also um were more interesting. So I think we're as humans we're not always the best judge of what is good for us.

Speaker

Very good.

Speaker

I want to bring one point Michael if possible about disagreement. So on one on one side I'm I'm happy that uh Rob didn't uh bring like this disagreement from the first event. I mean, he didn't put this gold chain on me the second time at least. That was a little bit a little bit less disruptive. Although maybe this is the lawsuit that goes against this purchasing department. Uh but uh on the other side, there is a very uh interesting technique that I learned over time. When you're taking notes in conference and other places, you can take notes. Usually, you take notes about what you agree with. try to take notes about what you disagree and you find that you learn more as a result of this. So that's uh I mean bringing more disagreement actually it's a good thing. So Rob, please bring it again. I mean we need some we need some purchasing debates. Well, we're coming to the the top of the hour and I wanted to um give everybody a chance to have a last word and I was thinking literally what one word would you give to uh shared shared PLM summit 2026. Want to start with Yas then Pat Oleg Rob and then um Nina and Maria to end. So go ahead. Yes.

Speaker

Well, one one word is a challenge but uh I think it felt like being home.

Speaker

Ah nice. How about you Pat? I'll go with community.

Speaker

Okay. Are they

Speaker

I always measure every event by the number of things that I need to follow up. The longer and list, the better was the event. So this one event brings the longest list.

Speaker

Wow.

Speaker

Ah, longest list. Nice. Rob,

Speaker

I'd say um it's a PLM theme, but connection.

Speaker

So, but on the on the human level and connecting ideas, but also Yeah. connecting data.

Speaker

How about you, Nina?

Speaker

Invigorating.

Speaker

I love I love the home thing. Actually, the home it did feel like that. I think personally it was it was a bit like going home and it definitely was like a retreat for those of us who needed it.

Speaker

I would have said just collaborative. I really appreciated all the the collaboration all different kinds of ways. How about you, Maria? because you you were one of the the organizers.

Speaker

I just

Speaker

other than exhausting probably the first word exhaust.

Speaker

No, never. And I'd say refreshing. Um from my side, I think it's it's so great to experience a different type of PLM event. And I'm always really humbled when everyone kind of appreciates it as much as we want them to. So yeah, I'd say that. Maybe I'll just take 10 seconds to say thank you all to everyone who's in in this group because even leading up to the summit, you've all in some way, shape or form um had some input in the organization of the event. So, thank you all very much for your support.

Speaker

Well, thank you for doing such a great job.

Speaker

Thank you.

Speaker

Um well, thank you for every to everybody on the panel. This has been really great. A lot of fun discussion. Um I think some of the people in this group will get together next week and talk a little bit more about manufacturing bombs. I don't think we've uh quite gotten into the fist fight that Rob was trying to instigate. Um, thank you very much, Nina, for joining us. You're welcome anytime to join the group, of course. And Maria, I mean, your schedule's so busy, but when you're available, you're welcome. Uh, thank you, Yas and Alleg as always. Um, thanks a lot and thank you also to our sponsor Aerys. And, uh, we'll we'll talk to you guys soon. Thank and we'll see you in Harris hopefully, uh, in 2027. Thank you.

Speaker

Thank you everybody.