The Non-Linear Stage Gate Process

Having spent all my career in medical device product development, I’ve encountered and implemented several different product development processes.? These include the infamous Stage Gate process, or Phase Gate process, Concurrent Engineering, Agile or Lean Product Development, and so on. For those of us who tend to like structure, there is something satisfying about the Stage-Gate process. It tends to suggest that if you follow the steps in order, you are guaranteed to succeed.? Well, for anyone who has gone through several attempts in new product development, or for any complex project effort for that matter, you’ll recognize that developing something new for the first time is hard and unpredictable. This is why the promise of a linear version of the Stage-Gate process is somewhat farcical.

Product development or innovation processes can sometimes appear bureaucratic and inflexible. However, at their core, they consist of recommendations based on collective past experiences to avoid poor outcomes and increase the likelihood of success. The product development process is a way of managing risk and change while improving the chances of bringing a product to market successfully. In general, product development refers to the activities and stages undertaken to design and create a product. It is a distinct phase within a product's overall lifecycle, culminating in its launch in the market.

I recently became familiar with the Product Development and Management Association PDMA. PDMA publishes a book of knowledge on the best practices for product development. I was fascinated to find a collection of all of the leading product development methods and an analysis of which methods are most useful depending on the type of product and team. In reviewing this section in detail, a spark went off when I read the history of the Stage-Gate Process and a reference to a different version called the Non-Linear Stage-Gate Process.?

Robert Cooper and Scott Edgett have been identified as the originators of the Stage-Gate, process back in the 1980’s, and now operate an organization called State-Gate International.?

The original linear Stage-Gate process (a version is shown above) was implemented and became widespread through companies like General Electric. However, the linear version was never the intention of Cooper and Edgett. Common downsides to a linear stage-gate process include the breakdown of the process with major changes, lack of iteration, bureaucracy, rigidity, and limited room for creativity. Cooper and Edgett always envisioned a more iterative process, like Agile product development which is popular now. To that end, Cooper introduced the concept of the Agile Stage-Gate Process.

Here is an illustration of a Non-Linear Stage-Gate Process that enables iterative development, testing, and design updates, while offering control before entering the development phase and product launch.?

Every product development initiative is unique, and selecting a process that is relevant to the problem being solved and the type of product is crucial. Keep in mind that product development and innovation processes are for reference and should be judiciously tailored to meet the needs of the team and organization based on their situation.

To summarize, the product development process plays a vital role in determining the success of a product in the market. The traditional linear State-Gate process may not be a good fit for highly innovative product development initiatives. Adopting a more flexible and non-linear Agile approach that is customized to the needs of the team and organization can result in a more successful product development project.