Rethinking the Product Development Funnel Article


Rethinking the Product Development Funnel
PDMA Visions

By Gerry Katz

The iconic product development funnel has worked well because it implies that product development is a refinement process that takes us from the earliest stages of a project—with a lot of fuzzy ideas and fuzzy thinking—to the final stage of new product launch. However, the funnel has some serious flaws. This article reviews many funnels that have been created and discusses their strengths and weakness. A new funnel is also proposed.

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