“Everything should be made as simple as possible, but not simpler.” – Albert Einstein
Our guiding principles throughout the product development process are simplicity and market feedback.
Simplicity relates to both purpose and design. You should be able to articulate, simply and clearly, what your new product or service does, who will use it and what makes it special. In less than 30 seconds.
In terms of design, less is usually more. The simpler the design, the less complex and expensive the manufacturing process or human resource needed to deliver it – and the more confident you can be that you’ve got the fundamentals right.
Market feedback is vital. It’s essential to talk to patients / end-users / customers very early on to ensure the foundations to the development programme are solid. It’s also important to incorporate their feedback during the subsequent development process. What seem workable solutions in the lab might not translate to the real world: reality checks at key milestones during development will help avoid expensive mistakes.