In this panel, one of the most evident and intriguing trends in modern publishing will be unpacked - deeper integration of content and product disciplines. In digital publishing, 'jobs to be done' (product) and 'user needs' (content) are the same things, as far as the audience is concerned. The media has started paying attention and the two disciplines have never been closer, operationally and existentially. Problems remain, though, in training, culture, processes and other areas. The panellists are exceptionally well placed to share their thoughts on ways forward.