I think we need to redefine what a product is in our collective minds. It is very easy to think of a product as physical good that we can hold and interact with. The rules of product development can and should apply to all layers of a business. At the end of the day your brand, your location or office, your service, are all products.
Thinking of every layer as a product helps us to simplify and sharpen the value of our business. How can you redefine what your product is in a way that creates a thorough and valuable experience for your customers?