TABLE OF CONTENTS If you are part of a new organization, or if you have yet to launch a product, everyone is likely focusing on how to get started to innovatively fulfill the vision that brought the company together. You can feel the product development cycle wheels starting to turn. Perhaps your new organization is trying to define what is being built and how to design and build it, or perhaps everyone plans on using an established product development process. People in the organization are establishing their roles and territories.
If you have just shipped a product, there is a lot of excitement and relief in the air. The fruits of the team s efforts are finally reaching customers. It feels very satisfying. Congratulations and accolades abound, though there is a bit of anxiety as well. What will happen in the marketplace? Will your product be well received? There is a shift in effort across the team. Some are now moving into high gear to support the product release, whereas others are winding down, having finished the task of building the product. Each team member or stakeholder is focusing on his or her own responsibilities:
The marketing and sales teams are really busy. The sales team is out there selling the product, and the marketing team is figuring out how the product is doing, looking around to see how the competitive lay of the land is changing and...
