I have been watching this trend to call what we do “product”. While that might make an easier sell, i worry that it sets us up for disappointed customers. It feels like _“there’s an app for that”_ all over again. It moves us further away again from discovering and aligning with the needs of the consumer that ultimately pays for a product or service. Of course the product or service may actually be an app or suite of apps, but those constitute only a fraction of what brings value to people. And hey, i am the app person. :) It just took me awhile in my career to recognize that what we build is only part of the system.