This book is about how teams can keep value-driven product development together and focused in spite of complex organizational settings and changing brand values.

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Through good leadership and team spirit, large projects can maintain their dynamism if people ”talk their walk” and thereby co-produce a good story – good enough to tell the customer. The good story will visualise the brand values at the same time as it stages the product. This book provides an implicit attack on the idea of gate systems so prevalent in the academic literature on product development.

Om författarna
Sten Jönsson is professor of Scandinavian Management at GRI, Göteborg University.