Reviews in the first 15% stand to eliminate 95% of the
Ashok Gupta's benchmark article in California Management
Review in the Winter 1990 issue on "Accelerating The
Development Of Technology-Based Products" is still the
benchmark article today when it comes to the importance of
the fuzzy front end. Dr. Gupta's research indicates that "71%"
of all things that go wrong in development can be traced to
things that did not occur in product definition. Even if Dr.
Gupta's research is 50% wrong, then "35.5%" of all
things that go wrong in development can be traced to things
that did not occur in product definition - fully one third
and maybe as great as 71%. Why then are so few design reviews
performed prior to development being approved.