The question is what factors in product development you should pay attention to that will make the product development successful? So I decided to create a definition of factor. With apologies to some standard dictionaries, the factor is a noun. One definition is: one of the elements that contribute to bring about a given result. Everybody knows that, what a factor means. In product development, a factor is a capability, organizational capability or personal capability that enables an organization to improve a specific project outcome. So that’s a factor. What is a factor, for example, in a good computer? It is faster and faster speed. So that’s a factor, or large memory, that is a factor. What’s a factor for a great hotel? It’s good service, clean rooms, right, comfort. So those are called factors. I will gave an example here of factors. What is the antonym of factor? A fad, those are not sustainable. A buzz word or follows the latest guru or charlatan in management that try to make a pitch to you, and superstition, we all know that. I believe that very strongly. Why? Because I know so. Why do you think so? Because everybody says so, that is called superstition. So in search of factors, what we did at MIT is we went through a very vast literature survey, and this is a complex chart, but the message is quite simple. We listed some key literatures we reviewed from authorities in the field of product department and R&D. What we said is we took from each paper the fundamental conclusions with findings of the factors that contributed to the successful product development. And out of over 2000 papers that we have read, there were 1106 factors that contribute to successful product development. Out of the 1106 of those factors we went back to the original papers and review the context which they written, and eliminated the redundancies and found the closest ones, and we came up with 352 factors which are important through research findings and industry experiences that contribute to the product development success. No wonder product development success is so hard. What can you do with 352 factors? I can barely remember my wife’s birthday, but remembering 352 things is very challenging. So what we said is, what we really ought to be doing is targeting each of these factors to a specific outcome. And this is my definition of targeting in product development. Generally, it is a verb turned into a noun. Also there is no noun can be converted either. Think about it. Product development is an act of aiming or directing a factor to a specific outcome. So all these 352 factors, hey, these are important things to successful product development. Wait a minute. What is success? My mother told me, “Victor, you got to be a good person.” What’s the meaning of good person? It is hard to figure out what a good person is. Successful product development is like telling you engineers and businessmen, executives: what we want you to do is be a good person in product development, that’s hard. So the antonym of that is ready, fire, aim. You do something, if it works, then it’s good. If it doesn’t work, then you try it again.