Why is product development taking so long? It’s likely you.
While delays during production are largely the result of circumstances on the supplier’s end, delays at the development stage are usually caused by the client.
How so? There are two major reasons:
Lack of Direction
Have you provided the supplier with complete and accurate information? Are the product specifications easy to understand? Have you sufficiently answered their questions in a timely manner?
You should never expect a supplier to “fill in the blanks” when you don’t provide all the requested information or “just figure it out” when your answers are vague. Experienced suppliers will wait for proper direction, and rightly so: If the supplier makes a decision in place of the client or misinterprets feedback, they may have to correct production or provide other compensation if the client doesn’t accept the outcome.
Granted, no one is expected to know everything and it’s actually very wise to seek the guidance of the supplier, who is closest to the materials and production process. However, you should know your design intent and communicate your product goals in a manner that aids problem solving.
Clear and efficient communication is particularly important when there’s a language barrier or a significant time difference between you and the supplier. Make the most of each email by trimming down your responses, being as specific as possible, using visual references, and asking for the supplier’s expertise if needed.
Undefined Authority
Who are the key decision makers and who has the final say? This seems like a straightforward question that a company should be able to answer with confidence, but it can be a major point of contention that grinds everything to a halt.
Perfect example: If product samples need to be routed through multiple departments (such as Merchandising, Design, and Product Safety) for approval, there should be a planned routing path and an assigned decision-maker in each department. It should also be understood what each department is responsible for assessing, be it brand standards, design specs, or product safety concerns. This clear division of responsibilities is commonly known as “staying in one’s lane,” and it’s crucial for a smooth and timely process.
Many decisions take place during product development and changing your mind isn’t always an option, at least not without added time and expense. Make sure your team is empowered to make decisions and don’t assume the supplier can compensate for any time lost on your end.