When a new product fails in the market technically or commercially it is
a common reaction to blame the design or the technology.
In reality the success of a new product is usually defined by the clarity
and effectiveness of the project management process. Good project management
should not allow poor design to survive!
Project management, however complex the technology, is a process just like
It requires clarity of tasks and ownerships. It requires rigorous and well
timed review and decision making. It requires effective resource management
and priority setting.
But so does every other business process! The new product process should not
be something so special or complex that it is detached
from other business activities.