Product owners and product managers are popular roles in the modern enterprise. Stimulated by the adoption of Scrum, and the focus that industry bodies put on investing in end-to-end responsible product teams, more and more enterprises are focusing more explicitly than in the past on "product thinking" instead of "project thinking". However, thinking of products or following rituals from a framework or method does not automatically lead to business value for customers or employees. More is needed to build true product excellence. Product Management capability and mindset should not just be limited to product managers/owners, but should be built and nurtured across the entire team and value stream. With respect to building product excellence, we have created a recommended path to consider based on the DASA product management framework, consisting of 2 phases and a number of subsequent steps: Phase 1: Create Your First Product Teams. DASA recommends starting small when investing in product management capabilities, thereby adhering to a key principle known within the agile community. Transitioning to a high-performance digital organization is best done in incremental steps. This approach allows for experimentation and optimizes learning without necessitating an enterprise-wide reorganization from the start. It also serves as an excellent method to groom more advocates and evangelists within the organization, who can help to scale the capabilities further later on. Phase 2: Grow an Enterprise-Wide Product Mindset. In this phase, the goal is to scale up product management capabilities across the enterprise to achieve true product excellence. During this phase, various components of the DASA Product Management Value Box can be employed to accelerate capability building. This involves guiding leaders and professionals in establishing the right processes, changing behaviors and attitudes, and identifying key areas for improvement within their work context. Want to know more about how to move from "project thinking" to "product thinking"? Read the full article and contact us for more information about the DASA Product Management Value Box.