Abstract
Designing a new product, to be attractive to customers several years from its inception, is a major business challenge. The front-end of product development (the set of exploratory activities prior to project approval) is usually vague, unstructured and based on heuristics. Most supporting tools and methods interpolate data and are anchored in the present and the past. However, new product decisions are made for the future: predictive knowledge should be extrapolated from current information. This paper proposes the front-end should be akin to a scientific inquiry, with systems thinking and predictive learning as mainstays to create customer value and reduce its “fuzziness”.
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