The market research is complete. Customer Preferences and expectations have been defined. Conceptual design has been validated and the product has been deemed to be viable (deliverable to the market at the right cost, with the right availability, at the right time.) Now it’s time to turn the concept into a reality. But you must get the product to the customer before a market inflection, such as the introduction of disruptive technology or a price war by a competitor, essentially obsoletes your new design before it ever hits the streets.