Master Plan for a New Product -The Workings of SDP
Let’s analyze one of the case studies in the Christakis book introducing a new product and how SDP is used for module E called Four Stages of Interactive Inquiry (Years 1989-1995). The case is about context for drug development.
The SDP activities cover four stages:
1. Design challenge - What should we do?
Since it takes an average of 12 to 15 years for drugs to move from discovery to pharmacy shelves the Pharmaceutical companies and Food & Drug Administration (FDA) want to reduce the time to develop and commercialize new drugs in the meantime keeping high standards for product safety and efficacy. The team decides to use Front-End Work development and focus on one triggering question throughout the project.
2. How can we implement this design?
An interdisciplinary project team will be formed made-up of five to fifteen members representing the development and commercialization process. First goal is to create a Front-End Master Plan collaboratively.
3. Choosing the preferred alternative and why?
Front-End Work provides collaboration among all key members. Each team member is knowledgeable of his or her job function with respect to all areas. Front-End Work its speed and quality is recognized as critical success factors for the development of a new product. Using the conventional approach members seem to work more independently.
4. Planning for action - When will we do what we can do?
A collaborative action plan was used. A consensus action scenario was followed in the master plan representing collective judgments of temporal sequencing of options.
Christakis, A. N., & Bausch, K. C. (2006). How people harness their collective wisdom and power to construct the future in co-laboratories of democracy: Information Age Publishing.