Briefing 36 introduced the idea that resources develop through stages. Product development is one such process that has long been well understood.

Typical stages may include:

• idea generation, making use of diverse sources including basic R&D, competitors’ products, customer focus groups or direct requests, employee suggestions, and so on
  initial screening, where the basic technological feasibility and market potential are assessed.
• technical development, which includes the product’s initial specification and testing.
• commercial evaluation, including market research, assessment of likely sales volumes, prices and revenues, ...