Rob Loughlin, Jeff Salazar, Scott Woodruff

The product development process must integrate input from design, engineering, sales, marketing, procurement, and others. Each department or function brings its own perspective, or lens, to view the problem at hand, and competing lenses can either enhance or sideline the innovation process.

Innovative Product Development Demands One Key New Role

Companies need to balance rapidly changing consumer and market needs with relevant product experiences. Enter the strategic integrator.