The ability to rapidly respond to customer interest and to effectively prioritize development effort has been a longstanding challenge for mass-market software intensive products. This problem is exacerbated in the context of software product lines as functionality may easily fall over software asset and organizational boundaries with consequent losses in efficiency and nimbleness. In this tutorial, we discuss these challenges; present a case study, Intuit?'s Quickbooks product line that combined agile software development, design thinking and self-organizing teams in a successful approach; and discuss a generalized approach and implications from employing the techniques in your organization.