Teams that take ownership have a product person, who sits with the team. And is part of the team. Their entire job is work out the best product direction. They

Teams that take ownership have a product person, who sits with the team. And is part of the team. Their entire job is work out the best product direction. They interact, sit with, pair, answer questions from developers everyday, talk to customers etc. Work with the team to set future product direction. It shouldn't be external group pushing features into a team backlog. Devs talk to customers, look at the logs, debug issues, look at the stats being logged out. As result they have far better understanding of product usage than most people higher up.