Bruce McCarthy is CEO of UpUp Labs and President of the Boston Product Management Association. Bruce helps organizations improve the return on their investments in product development. He is an internationally-recognized thought-leader and sought-after speaker on product roadmapping, prioritization, team effectiveness, and leadership. Bruce and his team work with companies such as Vistaprint, Localytics, Zipcar, Johnson & Johnson, and Huawei, providing coaching, mentoring, and tools such as Awesomeness, a solution for measurably enhancing team effectiveness. His book, Roadmapping Relaunched: Setting Direction While Embracing Uncertainty, is out now on O'Reilly.