In a transformation from a classical project driven work towards a product orientation: one idea could be to restrict projects. Limitations of duration, budget cuts or dedicated management approvals could be such ideas. All these actions push discussions about PROJECTS.
An alternative idea is to support the thinking in products wherever that come up. Empower the owners of a product. Support the development and operation (earning value and money). Celebrate successes with the product team. Invite customers of products to give feedback and meet the team.
Ask for products in the portfolio discussions. Talk about people and responsibility for products. Support the products teams with trust and decision privileges. Such a management team does not have to talk about elephants anymore. Derive your set of products out of your organizational vision. Do not talk about closing a product in a way of sadness – talk about freeing up the people and financial resources to support the product that generates more customer value. Enable the empowered product team to drive their product more towards the vision of the entire enterprise. Lead by purpose.