My friend Jason Scherschligt wrote one of my favorite product culture articles. Here's the money quote:
A project is an organizing construct for internal labor. A product is a thoughtful response to a human appetite. Customers aren’t delighted by your organizing construct. They don’t want your budget or timelines met. They want their problems solved, their needs satisfied, their lives improved....
Jason has tips on how to make this transition. Plus there are a bunch of pithy take-aways that should become mantras for product people, like “celebrate rather than bemoan a change in requirements: it means you know more."
Thanks to Jason for this picture and his wisdom.