3

Designing the Product

The primary focus of product development should be to develop products, not project management concerns that typically dominate product development efforts, with

  • Early deadlines, which usually discourage thorough up-front work;

  • Cost targets that can lead to much trouble if teams don’t know how to meet the targets or if all costs are not included in the measured target;

  • Development budgets, which rarely include the costs of changes and firefighting downstream; further, budget pressures can encourage releasing unfinished or suboptimized designs to Manufacturing.

  • Time-to-market, which is usually defined as the “release” (which encourages throwing designs over the wall “on time”) or defined as “first customer ship,” when ...

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