Sure, many bigger organizations still struggle with being able to release more frequently and consistently with high quality, but most are well aware of the problem and know where to shop for solutions. In my experience, the biggest difference between great product companies, such as Spotify, and the not-so-great, is that the latter are busy delivering tons of stuff that they don't know is going to make any difference whatsoever. And even worse – they don't seem to care! At least that's what it looks like as their teams are busy implementing requirements and specifications initiated by "business people" and calling it done as soon as the solution fulfills the specification (if even that). Teams simply don't have the tools, the way of working, or the responsibility of making sure they are actually changing user behaviors, creating impact, and delivering business results. On the other hand, in the best companies, teams have all this and they know that most ideas on a typical roadmap are going to fail. This is why the leaders in these companies focus on what objectives they need to achieve, then give the teams the context and information they need, and let them figure out how to actually reach results. You should do this too. In this talk I explain why and share my view and experience of how to make that happen.