For those companies that simply must have great new products, Ron Brown answers the basic question, "How do you best empower your small team of developers?" While developers are technical in their training, he recognizes that most critical success factors for new products are related to market based issues. Using decades of industry best practices and principles he pinpoints what needs to remain in focus and why. With the advent of techniques like Agile development, developers can no longer afford to be disengaged from customers. Missed market signals are more than dangerous. Organizations that learn to listen to customers and apply these principles, will simply do better. This book is an easy read, it is practical, conversational, and well-researched; and meant for anyone involved in new product development infrastructure. After a career of working to amplify the voice of the channels and markets into product development, I applaud and highly recommend this new resource.