What really separates the best product teams from the rest? In the best product companies, rather than silos with product management responsible for "requirements," product design responsible for wireframes, and engineering responsible for code, there is a very different working relationship - one where the three disciplines collaborate both in understanding the problem, as well as discovering the necessary solution. In this talk we'll describe what this means in practice, and how this impacts the role of engineering, and the resulting level of consistent innovation.