Consumer product development is distinguished from other manufacturing sectors by high turnaround, with many products having a typical lifespan of no more than two to five years. Whether household appliances, electronic devices, or even cars, the market has a constant appetite for new products and its attention is fickle. Tastes evolve—a product that was the epitome of good design five years ago may now look dated. Even the most cutting-edge devices may only secure demand for so long before market share is lost to competitors or newer technology. Manufacturers have a limited horizon in which to capitalize on the success of their new products and generate profit, and they need to get it right. But how?