Optimizing the Stage-Gate Process: What Best-Practice Companies Do—I

OVERVIEW: Now that most companies have implemented a systematic new product process to drive projects from idea to launch, the best-practice companies are improving their processes to make them both faster and more effective. With breakthrough ideas and home-run projects in short supply, some companies are adding a Discovery stage to the front end of the process in order to generate better ideas. Activities in this new stage include: building in an idea capture and handling system; doing voice of customer research work, including “camping out” with customers and working with innovative users; generating scenarios; and holding major revenue-generating events. Best-practice companies are also harnessing fundamental research more effectively by implementing a novel stage-gate approach.