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When talking about products, we talk mostly about features. But from experience, the people building and representing a product are as critical to customer experience as function and design. Beyond managing the priorities of a product backlog, we need to provide a context for our co-workers from which they act from and make decisions. What makes great products is alignment on the intention of your product and focus on doing what serves that intention best. This talk was given @ProductTank Frankfurt and shares insights on how to build products grounded in team culture.