The most significant shift in how great product organizations are run right now is the expansion of PM accountability. The best product managers are no longer just managing a backlog and shipping features; they are accountable for revenue, margin, customer retention, and market position. They think like general managers: they own a business outcome, not a delivery function. This session examines what that shift looks like in practice and what it requires of both the PM and the organisation. Endrij Mataj will divulge how they restructured their product organization around business outcomes rather than feature teams, what changed in how they hired and evaluated PMs, and how the relationship with finance, sales, and the executive team had to change as a result. They will also address the failure modes of the GM model, the moments when broad accountability without the right authority or information leads to worse decisions, not better ones.