Your organization builds products.
A product is, simply stated, any source of value for your customers. It can be a service, a phone, a candy, a Cloud Platform for B2B apps.
Value means providing benefits to your customers
Your organization has the following :
Then you ship the product.
Your customers don’t like it. They don’t buy it.
Your dream organization has been successfully, faithfully rigorously executing a plan to achieve failure (Eric Reis, The Lean Startup)
This is why I spend every day of my week helping organizations to make sure they know their customers, their buyers, the problems they have and that we can help with our current and future products.