Applying Necessary Expertise

It is important to ensure that all necessary skill sets are involved in the process along the way.

Taking ideas through form conception to successful implementation involves bringing together multiple knowledge sets through a series of phases staged over time. It is important to ensure that all necessary skill sets are involved in the process along the way.

One way of doing this is to run it as a simple sequential process, with responsibility for the project moving to different functional groups in the organization as it progresses. For example, in developing a physical product, the sequence might be:

• Marketing team initiates a new product concept.
• R&D team studies feasibility and demand.
• Small-scale production team develops and tests a prototype
• Production department begins full-scale manufacture.
• Sales and marketing begin to promote the product that is ready for launch.

ACTION POINT: This model works a little like a relay race, with one group passing the baton on to the next, and may be suitable for projects where time is not a factor, and the success of the project is uncertain in the initial stages.