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 So, what is a product, exactly? We established a common view and then communicated how technologies and products are interconnected and fit within the business strategy. When we began, we asked people how they would define a "product," the only thing everyone agreed on was "serious science." Eventually, everyone embraced a broader view—a product is the basis of a mutually beneficial relationship that provides meaningful experiences for consumers and brand equity, consumer loyalty, and profit for P&G. By compiling brand, technology and organization timelines, we create an awareness of the organization's history and current state. This fostered pride in past accomplishments and understanding of present paradigms. In approaching product development, our focus extended beyond making the numbers, hitting launch dates, conforming to specs and standards, and avoiding quality incidents. We focused on design integrity across all brands, products, intellectual property, and the supply chain. Now, the department uses a holistic approach, putting design on par with economics, people, and the environment. As top line strategies, these have coalesced into successful propositions that continue to delight their consumers and energize their organization. We clarified communications and encouraged cooperation between functions and project teams, streamlining the design and delivery process. Here's one example of how this played out in reality. In order to meet a pressing deadline for a major consumer test, sample products needed to be made very quickly in the pilot plant. The product team requested help, which would never have happened in the past. People from another product team, and even some managers, showed up steel-toed boots to lend a hand. Why? Because people focused on a bigger picture, rather than competing as independent product teams. They met the deadline and avoided the costs associated with a delayed product launch. Of the five functions involved in product development, packaging was isolated; in perceptions, on product teams, and by its physical location. Now, strong bridges have been built, integrating packaging into the daily flow of work. Better quality products are resulting due to a more holistic, integrated process. 1 2 3 4 |
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