A company's capability to conceive and design quality prototypes, and bring a product to market quicker than its competitors is increasingly the focal point of competition, according to the authors of this book. At the core of a successful new product launch is management's ability to integrate the marketing, manufacturing, and design functions for problem solving and fast action, particularly during the critical design-build-test cycles of prototype creation. Companies that consistently "design it right the first time" have a formidable edge in the crucial race to market.

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The authors argue that a company's capability to conceive and design quality prototypes which are rapidly available is increasingly the focal point of competition. Success is dependent on management's ability to integrate the marketing, manufacturing and design functions effectively.

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