NPD Decision Lifecycle
Six stages. Every one against the shelf calendar.
From concept screening to post-launch iteration. Each stage shown with what is actually at stake if it is decided wrong or late.
Top Line
Concept and launch-readiness decisions capture shelf revenue on the calendar's terms, not the lab's.
Bottom Line
Post-launch monitoring and iteration stop margin loss on the wrong fix. Reformulation vs. relaunch decided on evidence.
Strategic
One decision chain from concept to shelf, not six stage-gate meetings that don't agree.
