Who doesn’t love a good sandwich? 

When lunch time rolls around (or  perhaps dinner), there is something about grabbing a meal that you can  hold in your hand that can be oh so satisfying. When it comes time for  us to have a sandwich there are a lot of different options for us: we  can make our own or we can go out and buy one. If we decide to go out  and get a sandwich, then where should we go? Restaurants that make sandwiches are pretty easy to set up and so there are a lot of them out there. 

The product managers at one such restaurant, Potbelly’s,  are struggling to come up with ways to change their product development  definition in order to make their sandwich different from all the  others.