As business lines gain more ownership over building and delivering products, the role of product management is changing. Product teams are no longer the only ones shaping what gets built, creating new opportunities for product managers to influence strategy, align teams, and bring structure to a more distributed product development model. This keynote explores how product management can adapt when the business becomes a builder, from redefining ownership and decision-making to maintaining customer focus and product quality. It will look at what product managers can do to stay strategic and effective as product development spreads across the organization. Attendees takeaways: - How to define product management’s role when business teams own more of the build - Ways to create clearer ownership and decision-making across functions - How to maintain customer focus and product quality in a distributed model - Practical approaches for staying strategic as the product organization evolves