Digital success demands market-responsive teams that can truly solve problems and not just build some software. Software projects are a popular way of funding and organizing software development. They organize work into temporary, build-only teams and are funded with specific benefits projected in a business case. These methods are unsuited for these new demands. In this talk, Sriram presents an alternative to projects called Product-Mode. Product-mode uses durable, ideate-build-run teams working on a persistent business issue. Product-mode allows teams to reorient quickly, reduces their end-to-end cycle time, and allows validation of actual benefits by using short-cycle iterations while maintaining the architectural integrity of their software to preserve their long-term effectiveness. This approach is very popular among digital natives and is gaining ground with old-guard businesses.