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APIs are more than just technology. The more APIs are being used, the more it becomes obvious that a focus just on technology does not fully realize their potential for the business and the organization. In particular in larger organizations, it is necessary to API-enable the entire organization. This is particularly important in product management, which has to make sure that every product becomes a digital building block. The network effect means that the value of APIs is a function of what fraction of the organization is API-enabled, meaning that increasing that fraction is an important aspect of increasing the value of APIs. "Thinking the API way" should become the default for everybody working in an organization, and in this presentation we discuss some examples of how to make this happen.