Determining the causes of product success has been the subject of great interest and rigorous study since the beginning of the modern marketing era, starting in the 1950s.

From academia to large companies, from consultants to advertising and public relations agencies, from businesspeople to sociologists, psychiatrists and even neuroscientists, there has been a determined march forward to discover the mysteries of why people buy the products they do.

The guesswork of the distant past has been replaced with high-quality research and well documented field experiments. It may not be physics, but important principles have emerged from this collective effort, validated time and again through decades of application.

New Product Development is now a science.

Years ago, a major U.S. consulting firm, Arthur Andersen, created a database of best practices for business activities. Later on, after this information and experience had seasoned through many years and possibly thousands of implementations, clients asked the firm if there were any fundamental lessons, or principles, that had emerged from the more than thirty-thousand pages of accumulated knowledge.

The response was, yes, there were three things that stood out: the most successful companies constantly search for a better way to do things, they develop deep relationships with stakeholders, and they adopt a strong process view of their businesses.

For simplicity, we distill those practices down to three core words: Proactive, Relationships and Processes.

Shortly after I began collecting background material for my book, I came across a press release from Bain & Company with this headline: “Less Complex Companies Grow Nearly Twice as Fast as Competitors.”

Bain examined the complexity of product and service offerings across a range of companies. Too many choices—product proliferation—were impeding customer action and a sure sign of lack of customer understanding. “Complexity is often a company’s largest hidden liability,” according to Bain’s head of global performance improvement practice.

Less complex companies grew revenue 1.7 times faster than their peers, reduced costs and accelerated customer decisions.

Little on this planet compares to creating a successful new product from scratch. For those involved, it can be the most challenging activity they’ve ever taken on.

It’s also one of the most risky. In Silicon Valley, an incalculable number of entrepreneurs have bet their houses, spouses and futures to have the opportunity for just one good roll of the dice.

We accept this risk because we’re driven by the chance for money and fame, of course, but a surprising number of people I meet are also driven by the chance to change the world. That’s how intertwined products are with our very society. If yours is a blockbuster, you can literally alter the way we live. How’s that for leaving your mark?

Lots of work has been done on the topics of product success and innovation, and what it takes to optimize team output, but no one has pulled all the pieces together into one cohesive process structure designed for the realities of our times—accelerated introductions, fewer resources, non-technical customers.

That’s the purpose of this blog. It provides a forum for discussing those things most important in building, marketing and supporting successful products today. From critical success factors to creative problem-solving, we’ll attempt to capture and archive the best ideas here.

It’s written for anyone with a vested interest in product success, which at last count was just about everyone in business. But in particular, it’s written for technical developers, the ones who are now directly chartered with creating the vast majority of the world’s consumer products (what doesn’t have some technology aspect?).

Thank you for your interest, and if you choose to participate in our discussion, thank you for that as well.