Many reports show that employees at all levels are feeling disengaged. The traditional work model—born out of the industrial revolution, prioritized output over collaboration, innovation, or autonomy. It hasn’t kept pace with societal shifts that value human dignity, freedom, and meaningful contribution.
Treating work as a product offers a fresh way to boost engagement. Instead of ticking off tasks, this mindset focuses on designing thoughtful, empowering experiences that treat employees like valued customers. It all boils down to asking, “What does work do for them?”—a question Dart Lindsay often poses to his podcast guests.
Below, we’ll look at why this matters and how to bring “work as a product” to life in your organisation.
Why “Work as a Product” Matters
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Higher Engagement
When work feels well-designed and meaningful, people become more motivated, creative, and willing to go the extra mile.
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Better Retention
A purpose-driven environment keeps employees around. Investing in their growth and valuing their contributions reduces turnover costs.
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Boosted Productivity
Streamlined processes and clear workflows cut out wasted time and frustration, so teams can focus on high impact work.
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Greater Innovation
Collaboration and open feedback encourage continuous improvement. Empowered employees generate ideas that keep the company competitive.
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Stronger Employer Brand
A reputation for supporting and engaging your people attracts top talent who share your values.
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Clear Alignment
When everyone sees how their work ties into the company’s mission, execution becomes more focused and effective.
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Resilience and Adaptability
A feedback-driven culture can pivot quickly in response to market changes, customer needs, or internal challenges.
By treating work as a product, you create a virtuous cycle: engaged employees deliver better results, which in turn reinforce a positive culture.
How to Build a “Work as a Product” Culture
Before you begin, you’ll need to unlearn old habits and confront any toxic policies or behaviors. Sustainable change starts with honesty.
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Assess Readiness for Change
Talk to everyone—leaders, managers, frontline staff—to gauge openness to new ways of working.
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Communicate and Inspire
Share your vision in clear, compelling language. Help people see the benefits and get excited.
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Unlearn and Relearn
Roll out training and coaching, especially for your most influential team members, to replace outdated mindsets with fresh practices.
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Identify Change Champions
Find those natural advocates who’ll model new behaviors and rally others.
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Foster Positive Social Pressure
Encourage multiple voices to support the change, secure visible leadership backing, and celebrate early wins.
Be prepared: not everyone will jump on board immediately. Resistance is part of the process.
Seven Steps to Treat Work Like a Product
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Understand Your Employees’ Needs
Gather candid feedback through surveys, one-on-ones, or focus groups. Learn their pain points, drivers, and what makes their roles rewarding.
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Define Purpose Clearly
Show how each role connects to the bigger mission. When people understand the “why,” they feel ownership over the “what.”
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Design Workflows Like User Experiences
Map out processes with the employee in mind: remove bottlenecks, automate repetitive tasks, and provide intuitive tools to make their day smoother.
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Encourage Collaboration and Innovation
Create physical and virtual spaces for brainstorming and feedback. Involve teams as you would in product development—ideas flow when people feel heard.
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Offer Continuous Learning
Just as products evolve, so should your people. Provide training, mentorship, and resources that match their growth aspirations.
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Measure, Learn, Iterate
Track KPIs like engagement scores, retention rates, and productivity metrics. Review data regularly and refine your approach based on real feedback.
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Celebrate Successes
Recognise contributions, whether through shout-outs, bonuses, or simple thank-you notes. Public acknowledgement fuels motivation and reinforces your new culture.
Conclusion
Designing work as a product isn’t just a process improvement—it’s a human-centred approach that inspires, engages, and empowers your team. By understanding their needs, streamlining workflows, fostering collaboration, and investing in growth, you’ll transform how your people experience work. The payoff? A happier, more productive workforce is driving Crowe DNA clients forward.
