# How We Do It

**URL:** https://www.kablooe.com/design-driven-development/
**Author:** Jeff Hunter
**Published:** January 20, 2026

> Design Driven Development®In today’s world of product development, there are many things to consider when trying to successfully take a product to market, the least of which is not the development process itself. But according to Northwestern University’s Kellogg School...

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# Design Driven Development®

###### In today’s world of product development, there are many things to consider when trying to successfully take a product to market, the least of which is not the development process itself. But according to Northwestern University’s Kellogg School of Global Marketing, over 80% of new product development efforts crash and burn. Perhaps it’s time to let Design take the wheel.

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![A smiling middle-aged man with glasses and facial hair, wearing a striped scarf and light jacket, sits indoors with a blurred colorful background.](https://www.kablooe.com/wp-content/uploads/2025/12/Mask-Group-25.png)

##### Tom KraMer | Former CEO, Kablooe

“**Most product companies do not have a holistic view of Design or its practices**, **and therefore miss out on the opportunity to use it throughout the process and as a driver to keep the process on track. A good design team, however, will possess the necessary skills and talents to drive this holistic process.”**