Value and Waste in Product Development • 25
e most common source of product redesign is an unanticipated
problem that arises the rst time someone attempts to build a new prod-
uct using standard manufacturing processes. Even the best companies
always have a few of these, but if they are rampant, they can delay a
product by years.
Just as product developers need deep customer knowledge to maximize
the customer value stream, they need deep understanding of their com-
pany’s manufacturing capabilities. In many organizations, the manufac-
turing process is the domain of specialized manufacturing engineers who
turn product designs into process and tool designs. ese people oen
do not see a new product until it is far down the design path a