In the Digital Era, products are the name of the game, which is why it's so incredibly important for transforming organizations to shift away from the short-term, project team model and embrace the long-term product team model. This is because unlike project teams, where performance against time, scope and cost are the key measures of success, product teams are driven to create long term value, using hypothesis driven methods to test, learn and adapt, in pursuit of validating customer outcomes that create business impact.