Chapter 2 Just Do It

Be as innovative in the development process as in the invention process.

Innovation is not something that’s confined to the product. I’ve always believed it was possible to bring the same level of creativity to the development process as well. Over the years I’ve searched for ways to speed up the time to market, reduce development costs, and avoid those common bureaucratic delays that occur, particularly in large companies. Why is this important? Because getting to market first with new technology provides a big competitive edge in establishing a brand and in maximizing profit.

Organizing for Rapid Development

Whether in a small company or large, I’ve found the use of small multidiscipline teams under the direction of a ...

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