Product management as we’ve known it up until now—as a limited function or role—is effectively dead. However, viewed as a culture, product management is thriving. I predict “product culture” will be central to the future of work in digital economies. Yet knowledge workers, executives, and business educators unfortunately remain indebted to the old paradigms of product. They’re lagging far behind.

That was the argument I made in my previous article, to which quite a few readers took offense, with comments like:
• “IT folks should stop complicating product management as if they were the first people to discover it!”
• “Disingenuous. Product function is an evolution, not a revolution.”
• “This is a good example of the nonsense published about the product.”

These strong sentiments were welcome because they’re a reminder that, in scientifically rationalizing work, we have forgotten how deeply personal and subjective it is. We also limit the power of collective work if we treat it only as a virtual assembly line between functions, roles, and organizational matrices.

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