The way out of this dilemma is to manage the four kinds of work differently, allowing strong cross-functional teams to develop around each area. When products move from phase to phase, they are handed off between teams. Employees can choose to move with the product as part of the handoff or stay behind and begin work on something new.

in the product team model the full team understands—needs to understand—the business objectives and context. And most important, the full team feels ownership and responsibility for the outcome.