In a world where the many parts of a product experience have collapsed into each other, the organization that builds these experiences should follow suit. The old days of having a product marketer work in a different organization with a copywriter, having a separate general marketing team build campaigns for the product, and having a separate set of product leaders and designers and engineers in yet another part of an organization building the product…well, it just doesn’t make sense. But this is the way most established organizations run. To accommodate the new world, companies have layered in more people and processes to serve as the connective tissue between all of these functions. As a result, we get more Product Managers, Program Managers, and games of operator with additional people required to coordinate across functions. What is liable to get lost in the mix? Vision. Clarity. Simplicity. The value of design. Shortcuts to decisiveness. The product ends up looking like the org.