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This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats.


Start any product design project the right way—and dramatically improve your odds of success!


Every product should have a Market Requirements Document (MRD) that briefly describes the product and how it relates to the market. MRDs provide product goals, set priorities, and become a catalyst for discussion between marketing and development teams. Had one of the original Apple Newton’s top priorities not been handwriting recognition, things might have turned out better....



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