Chapter 6. Customer/Supplier Integration into New Product Development
Bob Lutz Shares His Strongly Held Beliefs at General Motors
Focus groups? Over-used and unreliable. Design? Undervalued and “corporate criteriaed to death.” Content? Not at the expense of profit or shareholder value. So says Robert Lutz, freshly anointed product czar at General Motors, in a widely circulated memo entitled “Strongly Held Beliefs.”
The memo, which was leaked almost immediately to the media, created such a buzz throughout the world's biggest car company that CEO Richard Wagoner felt compelled to issue a statement saying in essence, “Go, Bob, Go.” Lutz, Wagoner said, was hired to challenge the status quo and that's what his memo does.
More than a half-decade of ...
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