Desirability / Viability / Feasibility Framework

Let's suppose you are the CEO of a company that needs a new product. Would you ask the engineers to develop a technology without first understanding if a customer cared, or if the company was likely to make money from the technology? That is what happens when we put technology first. We have a solution looking for a problem.

Alternatively, if we drive the project from the customer's need and focus on satisfying that, the response will be focused on solving a problem — at the price point a customer wants, which will drive revenue and profit.