Abstract
OVERVIEW:Companies face a choice today: implement product development processes that are slow and cumbersome, or implement processes that are fast and effective. There is, of course, no choice if you wish to win in a free-market economy. Fast and effective processes result in technology and feature differentiation, high-margin products, high growth, and invigoration of the business. Those who choose the first route will be ground down by the latter. To make the right choice requires recognition that: 1) your company must compete; 2) management must see its goal as the creation of unassailable competitive advantage; 3) innovation is the key to creating such advantage. Hardball competitors understand that fast new-product development is a systematic, disciplined undertaking. It is not one thing done right—it is a lot of things done right and done simultaneously, from managing to strict quality goals and time deadlines, to freezing designs before the pre-production stage and co-locating rather than disbursing critical resources.
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