The book in charge is called „The Product Field Reference Guide“. It provides valuable advice and guidance for ambitious product people in two different ways. For one, it explains the Product Field, a model, a canvas and a toolbox for product innovation. For another, it provides new insight on the very nature of product innovation — the key terms here are complexity, adaptivity and systemness. In this session, we will focus on the latter. The audience will be confronted with the tricky truth, and how to deal with it. We will read out loud about the power of product thinking and about the value of cognitive media when addressing adaptive complex systems, such as product innovation.