Late-breaking insights in product development aren’t caused by negligence but by a lack of structure that pulls existing team knowledge into concept discussions early, when changes are cheaper. 

Dianna describes an experiment running three product briefs (solar post-installation support, a portable oxygen concentrator, and a field lettuce harvester module) through traditional versus structured concept development. 

Both produced credible outputs, but the structured method added context: linking each design input to a specific use-process failure or targeted benefit, its severity or importance, and a clear acceptance condition. Engineering inherits clarity rather than having to guess intent. 

Dianna proposes a three-question filter (who fails, how severe/important, what “done” means) and challenges listeners to apply it to one current design input. 

Visit the YouTube series showing side-by-side results: https://www.youtube.com/playlist?list=PLTtGpfRyyNcZ9qMVL2HmWA7heE3Idyfbt

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ABOUT DIANNA
 Dianna Deeney is a product development process strategist with over 25 years of experience in regulated industries. She is president of Deeney Enterprises, LLC, where she helps product development teams make better decisions upstream — before costly design mistakes get built in.