The first step for large enterprises transitioning toward a product-aligned and customer-focused operating model is to get shared agreement on this simple yet challenging question: “What is our product?”

Your answer is one of the most important ones you make. It powers all aspects of product development including product management roles, team organization, and product activities. The implications are vast and deep, especially in large enterprise.

Based on ongoing work inside a large global technology infrastructure organization, Andy and Ellen provide techniques for enabling product development leaders and communities to define their product using an “outside-in”, customer-focused perspective—and do so with a product management mindset.

You will find the techniques we share useful, even for products that are mid-size or even smaller, because they help instill product-thinking and shared understanding.

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