I think the product is always the product — since that’s what the outside world sees/interacts with/pays for/etc. but how you build the product changes. And the company changes ← that part is key for me. If the machine that builds/delivers the product breaks down, the product suffers. Now the “whole” becomes more complex and more important (whereas before, with a handful of people hacking away, the whole is messy and reasonably self-managing).