Companies need to structure and navigate the Fuzzy Front End of the new product development process. This chapter introduces a four-phase integrated process that begins with opportunity identification and ends with the realization of a well-developed product concept. At the end of this process, a product is ready for “go/no-go” program approval and intellectual property protection. By effectively structuring the early stages of the process and embracing more qualitative approaches, downstream activities become more efficient and less error prone. This leads to a greater chance of success in the marketplace.