I often get asked, particularly by start up businesses, to summarize the product development process into a standard 'one size fits all' description. I have no doubt that this is usually to help with a funding application or an investment pitch. Unfortunately the fact is that product development is not a generic process, and the tasks and associated outputs should be modified on a case by case basis to suit the needs of the differing markets and stakeholder needs. However a standardised approach to solving a problem should be adopted by design companies.