something that is not a product(the opportunity) and ends up with another thing that is not a product(the Refit). The product comes from a situation and turns into an end.# What we have, then, is an evolving product, or better, an evolving that, at the end, if it is successful, becomes a new a new product announcement just tells the world about a concept, hopefully a winner, but actujust in temporary form. Forces are standing by to see what revisions need to be made, even now, if it is off track. # This evolution is linked to the phases of the new products process(see Figure 2.3). Here are the phases in that process, using a new skim milk product as an example