Technical people are often not told what the positioning of a new item will be. It's almost as though we say, develop a new item and do it in a way the customer will like. That's not management, that's abdication. Even in large packaged goods firms today, with their excellent staffs, products a bit off the beaten track often get neglected, many of these firms' R&D staffs have had to build market research departments to do concept testing on items they are originating. Misunderstandings