The most effective product development and commercialization processes encourage dynamic communication and idea sharing among engineers, marketers, and customers.

“Strongly engineering-driven companies don’t always appreciate the emotional attachment people have to products,” says Wharton’s George Day.

From Thomas Edison to Steve Jobs, the conventional view of product development has always portrayed the inventor as the hero. In fact, the inventor is only part of the process. Edison himself hinted as much when he described the inventor as being a “specialist in high-pressure stimulation of the public imagination.”

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