For example,most new products managers have been burned on previous launches and so have developed biases toward certain events. They may have been criticized so severely for forgetting something on a previous launch that they never forget it again. One new products manager recommended that the problems be sorted into two piles-potholes and sinkholes. Potholes are harmful,but sinkholes are disaster. Potholes rarely hurt us because we anticipate them;sinkholes are tough to anticipate