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Most organizations “back into” identity as they grow, and as regulations come into the picture. Identity needs do many jobs, but it’s most often seen through an exclusive lens: say, protection or compliance. Cultural and technical baggage leads to not only messy architecture, but also disempowered identity leadership. The Chief Identity Officer conversation was stunted from the start because it hasn’t forced sufficient clarity about all of identity’s “jobs to be done.” Based on her forthcoming book, Mastering Digital Identity: From Risk to Revenue, Eve proposes a new frame for strategic identity leadership borrowed from product management and Agile practice: the Identity Product Owner.