In the digital age of Industry 4.0, customer centricity and precise capturing of customer needs determine success or failure. Product configuration tools have been established in manufacturing for many years. They have been crucial to drive both sales and production. Today, it is possible to create a digital representation of the complete product variance models, connecting customer input with dynamically priced articles, drawing changes, all the way downstream to manufacturing and servicing, revolutionizing not only design and production, but also quoting, sales and after sales processes. With Nils Olsson, Chief Product Officer of Tacton, we discuss how digital product models connect customer, product, factory and services, enable a company-wide uniform view of all product variants and become a prerequisite for integrated processes during the entire lifecycle of a product.