If a company wants to raise the bar for the product organization, they need to think differently about product. Instead of looking at product as just a part of the technology organization (or worse, the IT organization), they need to think about product as the organization. I am not talking about power structure or even org structure. I am talking about how product needs to be the value driver of the organization as opposed to just a feature factory for the rest of the organization.

As I engage with these types of organizations, another lesson I’ve learned is that, if the executive team isn’t on board with this product operating model, the chances of successful transformation are slim.

— EMPOWERED: Ordinary People, Extraordinary Products (Silicon Valley Product Group) by Marty Cagan