1. I wanted to highlight one comment from Sriram Narayan blog: ‘Program and project teams are temporary organisations as compared to product teams.’
This is very important change needed. We need to think of a Product as continuous effort rather than a delivery bound effort.
2. Differentiate between Development Backlog (the traditional meaning on Backlog in Agile) with Product Backlog. Product backlog is all requests for features and updates that may come from Sales, Competition Analysis, analysis of the Delivery Team itself, etc. The Development Backlog comes from Stories.
Once differentiated, share it with the team keep adding to it and encourage the team to contribute to it and thus to think beyond stories.