The post was written by Salvador Baille, partner at Aggrator.
Many entrepreneurs start with an idea and quickly get started building something. That's
understandable. But the path from idea to a profitable and scalable product requires more than just motivation and a lot of trial and error. It requires structure. A method that has inspired many in product development and that remains relevant today is The Total Design method developed by Stuart Pugh.
Here are six points from the method that I believe every entrepreneur should have in their toolkit:
1. Start with real needs
Total Design doesn’t start with technology, but with people. What do users actually need? Not what they say in a survey, but what makes their lives or everyday lives easier. It requires insight, not assumptions. This is equally true for an app for small businesses as for a new type of solar panel.
2. Create a Product Design Specification (PDS)
PDS is a systematic overview of everything the product needs to deliver. Performance, price, reliability, environmental requirements – everything is included. This document is living and must be adjusted along the way, but it gives you and your team a shared roadmap. I myself have used something similar in several early-stage projects – and it dramatically reduces misunderstandings and time wastage. And the communication within the team improves significantly, with more productivity and less frustration.
3. Think broadly – and choose wisely
After the needs and specifications come the idea phase. Many teams choose the first or «best» idea quickly. But Total Design uses what is called The Pugh matrix – a systematic way to compare concepts. You evaluate against the requirements you have already defined and compare different new ideas or concepts against a product to beat, a «benchmark». Having a benchmark to compare new ideas with provides a framework for the creative process. Believe me, creativity can be steered in the right direction.
4. From idea to product
Once you’ve chosen a concept, you move on to the technical development. Prototypes, user testing, and iterations – all of these are familiar to entrepreneurs. But again: PDS serves as a reference point. You’re not working in the dark.
5. Production is not an attachment
For many entrepreneurs, production is something you «get when you get there». It is risky. Total Design insists that you need to think about production and suppliers early on. A small adjustment in production can mean significant savings over many years.
6. Think about the entire life cycle
A product does not stop being important when it is sold. Support, maintenance,
upgrades, feedback – all of this is part of the product lifecycle. Total
Design is included from the very beginning. This also makes it easier to build services around your product, and perhaps find new business models.
There is no method that can guarantee success. Total Design provides you with a framework that increases the likelihood that you will build something that actually works – not just on a technical whiteboard, but in the market.
After all, that is where we create value for a society that needs more change than ever before.
never.
Are you interested in learning more about design and product development? Join the masterclass with theory and practical work on your product coming Thursday, led by NxTech.