The customer does not and should not care, for the most part, what you build into the car to get it to deliver 40 MPG. In fact, we intentionally separate the conversations regarding “what the results need to achieve to satisfy the target customer” from “what you decide to build.” The point, obviously, is to give the team maximum flexibility in choosing what to design and build, so long as they satisfy the customer measures of success. This is an important consideration to keep in mind, especially for the sales team, product management, and senior management: don’t overspecify before involving
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