To develop successful products, reach new audiences and build sustainable business models for the future of the industry, news media companies need to build and empower strong product teams. Product culture strongly builds on collaboration, experimentation, a coaching and delegating leadership style, and diverse teams — things legacy media companies have traditionally been bad at. We need to change this and put the user in the center of our journalistic efforts — with product at the intersection of editorial, business and technology as the relentless advocate for the audience.