Explore the concept of collaborative product ownership in this 49-minute conference talk from GOTO Copenhagen 2019. Delve into the five pillars that challenge traditional notions of product ownership and promote team-wide engagement. Learn how to foster an environment where the entire team takes ownership of product direction, potentially leading to greater success. Examine the historical context of product ownership, question common assumptions, and discover a hidden superpower that agile teams often overlook. Gain insights into building consensus, standardizing work processes, and cultivating team leadership. Understand the importance of collaboration, hypothesis-driven development, respecting team members, embracing uncertainty, and fostering a culture of continuous experimentation and learning. Challenge yourself to question everything and avoid complacency in your approach to product ownership.