Evolutionary versus revolutionary

In the previous chapter, we discussed how VoC could be used throughout the development process. At a high level, we can consider VoC being deployed during three main phases of product development—the Discovery phase, the Definition phase, and the Evaluation phase. When we are dealing with the "fuzzy front end" of a customer problem, we don't really have the new product concept or solution imagined quite yet. We are conducting research in the market to understand what types of problems our customers face and how we might be able to develop a product to satisfy their needs. This is when we would use a Discovery phase project. When we have already developed a product concept, but we are still fleshing out specific details and functions to add to our product or solution to best satisfy the customer needs, we would undertake a Definition phase project. If we have already fully developed our product and have defined the detailed design, and we are trying to understand...