In some companies, product is seen as a cost of delivery; in others, it's seen as a driver of growth. The difference usually comes down to how product frames, measures, and reports its own impact. This talk follows one product organization's shift from being measured on output to owning revenue and retention outcomes, including the reporting changes, new partnerships with finance and go-to-market, and the hard conversations it took. It also looks at how a new AI initiative became a chance to claim strategic ownership rather than cede it. Key takeaways: - How to reframe product's contribution in terms of business outcomes - The reporting changes that shift how leadership sees product - How to build partnerships with finance and go-to-market teams - How to use new initiatives, including AI, to strengthen product's strategic role