Your team keeps building the wrong thing, despite great effort. What if the problem isn’t execution. It’s the fog you’re navigating in?We speak with Shannon Cummings, a seasoned product and marketing strategist who’s spent his career bridging the gap between Marketing, Product, and Engineering. He’s launched life-changing medical devices, cut development time in half, and done it all by bringing marketing into the room before the first prototype. In this episode:• Why product development fails when marketing is an afterthought• How early customer insight—not prototypes—should drive design• The real power of cross-functional alignment (and how to make it happen)• A proven process to keep teams united, focused, and customer-obsessed from day oneShow notes and links: https://deeneyenterprises.com/qdd/podcast/s3e18/Send us a messageSupport the showIf your team is still catching problems too late — let's talk.→ Schedule a free discovery call: Dianna's calendarWant insights like this?→ Subscribe to my newsletter: qualityduringdesign.substack.comGet the full framework.→ Pierce the Design Fog ABOUT DIANNADianna Deeney is a quality advocate for product development with over 25 years of experience in manufacturing. She is president of Deeney Enterprises, LLC, which helps organizations and people improve engineering design.