Every organization emphasizes its desire to make an impact. The organization's vision guides its values and culture. This is established at conception. However, the expression of it can change over time, based on the environment.

To clarify the impact of a product, POA Practitioners should ask:

• "Who is impacted or influenced by the product?"
• "How are customers and other key stakeholders impacted?"
• "How is the team and the organization itself impacted?"

Culture is influenced by organizational vision, and the product is influenced by the team's vision to help the customer, the stakeholders, and the organization. Product ownership related activities drive the team to develop the customer-obsession mindset that great products require.

How do we define impact? Example:

• Amazon's impact is not the drive to deliver the highest-quality products; it is the obsession to deliver the highest-quality customer experience from selection to purchase to product delivery. Amazon learned that sometimes customers buy on impulse. In many cases, customers prefer the speed of delivery to the actual quality of the product. This customer understanding guides Amazon to make an impact to delight customers by near-seamless delivery of frequent customer experience improvements. They advance the strategy through:
  • Focusing on cost-effective improvements to the speed of delivery over monitoring the quality of the products, and
  • Allowing the practice of customer ratings and reviews to speak for the quality of the products.

The impact of this can be viewed through two integrated lenses where equal attention needs to be paid to what type of product will resonate with customers, and what will deliver against the organization's strategy.

POA Practitioners use authenticity as a guide to influence the impact of the product. They use the determiners of product design, planning and delivery success while ensuring the product:

• Delights customers, and
• Advances strategy.