Why product-centricity matters more than ever
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In today’s fast-moving business landscape, product-centricity is no longer a buzzword; it’s an operational necessity. Companies that prioritize offerings built around real customer needs aren’t just more responsive to market shifts; they’re more resilient, relevant, and results-driven.
At its core, product-centricity means aligning every team, decision, and investment around creating products that continually deliver customer value. (In a market, services function like products, so when we say “products”, we also mean services.) This isn’t a new idea; it’s a return to first principles. Most companies begin by obsessing over the customer. But as they scale, it’s easy to lose that focus, shifting instead to appease internal stakeholders, pursue siloed goals, or maintain legacy project structures.
The result? The customer becomes an afterthought. But without customers, there is no business!
From projects to products: a shift in mindset
Making the shift from project-based work to product-led thinking means managing the workload through the lens of ongoing value, not temporary milestones. Products are living, evolving entities. When managed well, product releases enable feedback loops that empower teams to iterate rapidly, respond to changing needs, and stay in sync with the people they serve.
Customer expectations are dynamic. Product-centric organizations recognize this and build adaptability into how they operate. They don’t just deliver once, they deliver continually.
Why the CPO role is booming
One of the clearest indicators of this strategic shift is the rise of the Chief Product Officer (CPO). A role once confined largely to the tech industry is now gaining prominence across sectors as varied as automotive (GM), fashion (Burberry), media (Business Insider), and enterprise software (Workday, OpenAI).
According to the 2023 CPO Insights Report by Capgemini and Products That Count, the number of Fortune 1000 companies with a CPO doubled from 15% in 2022 to 30% in 2023, and that number is expected to climb sharply.
This isn’t just title inflation. It signals a deeper recognition that product leadership is central to strategy, not just execution. CPOs are increasingly tasked with driving cross-functional collaboration, aligning customer outcomes with business goals, and shaping the future of the organization.
Product thinking as an operating model
At Emergn, we believe that product thinking is more than a role or a process. When applied correctly, it’s an operating model that supports customer relevance and creates a feedback cycle that enables teams to deliver value continually. They adapt to customer needs, and they work smarter, faster.
Industry experts agree. Gartner’s 2025 strategic tech trends highlight product management as a critical enabler of AI adoption, platform business models, and digital ecosystems. As these technologies become increasingly integral, strong product leadership will be essential in harnessing their full potential.
As such, we expect to see continued growth in CPO appointments. The companies that succeed will be those that treat product management not as a support function but as an essential element for transformation. In a time of constant change, product-centric organizations don’t just react; they lead.
Moving from projects to products
Projects push a mindset of governing for certainty. Products promote a governance model that favors discovering what customers really want and need. Read our thought paper to learn more.
Project-to-product readiness assessment
Discover how your ways of working stack up against world-class product operating models. Take our assessment and get your personalized results right away, revealing how your team measures up and where you can improve.
Breaking the failure cycle
This paper explores a growing crisis of confidence in transformation, and a better path forward. One that trades rigid programs for continuous learning. One that recognizes failure as part of progress. One that helps teams navigate change with clarity and direction.
