Green Line Development

By The Re-Wired Group
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Welcome to Green Line Development!

If we asked you to draw a picture of your new prodcut development process timeline, what would it look like? Our best guess is that ir would look something like the timeline to the left. What issues does this timeline present?
• Would you have a clear understanding of the consumer insight?
• Would you understand how this project is going to help your division grow its business?
• Would you be able to design products that could withstand “noise”?
• Would you be able to launch on time?

These are questions that are almost impossible to answer if your timeline looks at all like the timeline to the left which we see so ofter. That is why we created Green Line Development, to help perfect the product development process

What Is Green Line Development?

Green Line Development is rooted in principles and tools that are anticipatory in nature. It is driven by the recognition that:
• 80% of a product-line’s life-cycle costs are fixed by the decisions made within the first 10% of the program’s development time.
• The costs of reacting (e.g., redesigning products, changing suppliers, etc.) escalate in an exponential way as the work advances into later phases of development.

Using the principles of Green-Line Development means:
• Front-loading resources and work streams to correspond with the critical, early phases when costs and value propositions are being determined.
• Translating the consumer insights into technical terms and ultimately into consumer based product and process specifications.
• Exploring low cost alternatives early and often, and only adding features and benefits that add value.
• Understanding the trade-offs needed to make the product successful. “Fail early and often” to understand boundaries of your product system.

Keys To Green Line Thinking

Strategic Clarity

We know the overall strategy for our division portfolio and how this project fits into it.

Clear Translation Of Consumer Insight

We understand the consumer’s struggling moments and the forces at play that influence there progress.

"Insensitive" Technical Design

We understand the products systems, the function of the system, how the system delivers on the effects desired by the consumer.

Forces Of Progress

In situations where we want to make progress, or solve a problem there are forces that move us towards that progress and forces that hold us back from making that progress.

Systems Thinking

A way to view your product as a system in and of itself and as part of super & sub-systems.

Robust Design Of Experiments

Allows us to produce better prototypes that enable us to learn more about our product performance, function, etc. faster and ultimately cheaper.

Jobs To Be Done

A consumer research tool that helps the team understand what customers are struggling with and what progress they would like to make.

Unpacking

The process of gaining a common language between consumers, marketers, and sales people to difine the direction of product development on a technical level.

About The Re-Wired Group

The Re-Wired Group is a product development consulting firm in Michigan. We help R&D and marketing organizations who are struggling to devlop new products that drive growth for their respective companies. We are focused on Demand Side Innovation. Demand side innovation is about understanding why consumers hire and fire products to do a particular job. Once we know the job, we use the tools and methods of Green Line Development to develop products better, faster, cheaper.