Insight Presents to LifeScience Alley in Minnesota
November 19th, 2009 – Many companies have experienced product failure and often times don’t know what or where things went wrong. Ed Geiselhart, director of product development and planning at Insight, explained how to recognize problems before valuable time and money is wasted to a group of professional at a LifeScience Alley educational event in the Minneapolis area.
LifeScience Alley is a non-profit group that seeks to educate and connect professionals in the life science and medical fields, and the group regularly produces educational seminars. Twenty professionals from the medical device industry participated in this seminar, entitled "Failure to Launch: Increase Product Success by Identifying and Responding to Warning Signs"
Geiselhart shared how Insight proactively identifies and responds to obstacles early in the development process. Some of the areas covered were the role of voice of the customer (VOC), the importance of speaking to all of the stakeholders, analyzing your requirements and the power of iteration in the development process.
"Every development effort has at least one surprise," Geiselhart told the group. "You need to do everything you can to find out what it is earlier, rather than later. Broadly defining stakeholders can help you with this."
Geiselhart spent 45 minutes fielding questions from the audience. One participant asked how often a VOC effort identifies a game-changing opportunity. "Every time," he answered. "But the trick is that game-changing innovation is not always the right thing to do."
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