Customers expect complex outcomes from products: Schaeffer and Sovie

To get there, put creative design thinking at the core of the product development process, say 'Reinventing the Product' authors Eric Schaeffer and David Sovie

How can the brand create a path from being linear to agile — create a model around experiment and scale?

As a fundamental feature of the future, product-generated data about usage patterns, physical conditions and user demands will permeate organisations as the biggest source of value. Business organisations will only be able to handle this effectively by giving up on strictly linear internal structures, processes and hierarchies along their value chains. 

Agile engineering is another crucial capability and it is needed to endlessly inject development into devices that are digitally and software-driven. This is a concept that was developed in