Traditional R&D is dead

Here’s a link to a short video. It’s actually an advert, but it’s so full of interesting ideas about R&D it’s worth sharing.


  • many executives see R&D as the last unmanaged business function: they write cheques and pray for results. But it doesn’t have to be that way
  • simulation produces a 40% cut in development time (I’d say it’s considerably more)
  • as the iPod Nano developed, Apple added a camera, a video camera, an FM radio and a pedometer – but didn’t alter the price. They just kept adding value

Take a look. Next time your financial director mutters about R&D costs, steer them towards this.


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