The magic shared in these pages is actionable advice on how you can lead the change in your organization to develop your people and create a durable culture of innovation.- James P. Womack, coauthor of The Machine That Changed the World and Lean Thinking, and founder of the Lean Enterprise Institute This book is an essential guide to anyone interested in product development. Morgan and Liker provide both proven fundamentals and leading edge practices that give the reader a wealth of information never available in print before. -- Kevin Nolan, CEO, G.E. AppliancesIf you care about your company becoming world-class in product development, get a copy of this book for every member of your leadership team and a box of highlighters.--Tyler Schilling, Founder and President of Schilling RoboticsThe principles and practices in this book are directly applicable to the healthcare environment simply by translating product development to medical language. These methodologies have proven highly effective in designing clinical systems at Michigan Medicine. Keep this book handy; you will refer to it many times.-- Lawrence Marentette, MD, FACS, Medical Director, Clinical Design and InnovationUniversity of MichiganThe ability to consistently create products and services your customers love is the ultimate competitive advantage. In this break-through book Morgan and Liker provide both a powerful set of practices and a wealth of real world examples that will help any leader transform their team's development capability. -- Joe Hinrichs, President, Global Operations, Ford Motor Company