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Product ≠ Value It has been a significant improvement in ways of working, going from deterministic, temporal projects (build it and leave it, treating the unknowable as if it were knowable) to emergent, long-lived products (customer-centricity, stable, not static,

high-performing multidisciplinary teams, etc.). And the product is not always the thing of value. Take a trading platform at a bank. There might be a Trading Product, a Pricing Product and a Risk Management Product, each with its own product team, backlog and priorities.

The customer doesn't value three separate products. They don't consume one of the products on its own. They value being able to trade effectively, safely and at an acceptable cost, which requires pricing, position management, execution and financial risk management.