Pierce the Design Fog
Your Team's Playbook for Collaborative Innovation
Is Your Cross-Functional Team Struggling with the "Fuzzy Front End"?
You're starting with a new product idea. You try to talk with your team, but there are challenges:
❌ Engineers design in isolation – They jump to solutions before understanding the real problem
❌ Communication breaks down – Marketing, Engineering, and Manufacturing aren't aligned
❌ "Ta-Da Flops" – Designs get unveiled only to be torn apart by stakeholders
❌ Late-stage surprises – Critical issues surface when they're expensive to fix
You want to develop ideas better before you get too far down the design path.
The Solution: Structured Frameworks for Team-Based Concept Development
"Pierce the Design Fog: Develop High-Quality Products Faster Through Team Innovation" is your comprehensive playbook for collaborative concept development.
This book teaches your cross-functional team how to use the ADEPT Team Framework and Concept Space Model to:
✅ Build shared understanding of user needs and the problem space
✅ Translate diverse knowledge from Marketing, Manufacturing, Regulatory, and Engineering into actionable design inputs
✅ Reduce inter-departmental friction through structured co-work sessions
✅ Get clarity and buy-in before detailed design begins
✅ Avoid false starts and costly late-stage changes
What's Inside the Book
The ADEPT Team Framework
A repeatable process for structured, purposeful team co-work sessions that move beyond typical meetings:
- A – Align: Bring everyone to a common starting place
- D – Discover: Generate ideas and share knowledge effectively
- E – Examine: Build shared understanding
- P – Prioritize: Evaluate ideas against defined criteria
- T – Teamwork: Close with clear next steps
The Concept Space Model
A targeted tool to guide your team's exploration of user experience:
- Benefits: Positive outcomes customers experience
- Symptoms: Unintended negative impacts to anticipate
- Use Process: Steps customers take when interacting with the product
Practical Guideance
- Real-world examples and case studies
- Templates and worksheets you can use immediately
- Step-by-step implementation strategies
- Methods to translate shared knowledge into concrete design inputs
Two Ways to Use This Book
Option 1: Self-Guided Implementation
Perfect for: Motivated teams with time to experiment and tighter budgets
How it works:
- Buy the book and distribute to your cross-functional team
- Work through it together using the provided templates and exercises
- Implement the frameworks on your own timeline
- Apply to your projects at your own pace
Investment: $25.99
Best for teams who:
- Have internal facilitation capability
- Want to build skills gradually
- Prefer to learn by doing
- Have flexibility on timeline
Option 2: Accelerated Implementation with Expert Guidance
Perfect for: Teams who want faster results with hands-on facilitation
How it works:
- Get the book to familiarize your team with the concepts
- Attend the 2-day Pierce the Design Fog Team Intensive workshop
- Apply the frameworks to YOUR actual product/project with expert facilitation
- Leave with completed work product – not just theory
What You Get:
- 2-day facilitated workshop (virtual or in-person)
- Learn and apply ADEPT and Concept Space Model to your real project
- Completed Concept Space Model for your product
- Prioritized design inputs ready for engineering
- Custom templates and materials
- 60 days of post-workshop email support
Investment: $8,500 (virtual) | $12,500 (in-person + travel)
Best for teams who:
- Need results quickly
- Want expert guidance on their specific project
- Prefer structured, facilitated learning
- Have budget for professional development
Who This Book is For
Who This Book Is For
✅ Cross-functional product development teams in medical devices, robotics, consumer products, and manufacturing
✅ Team leads and project managers who need a structured approach to concept development
✅ Organizations building internal capability without hiring consultants full-time
✅ Engineers who want to better collaborate with Marketing, Manufacturing, and other functions
✅ Quality and reliability professionals looking to integrate their expertise earlier in design
What Readers Say
I am reading a reviewer’s copy and find the work clear and practical. Wish I would have read this book decades ago, as it would have helped me spot and resolve many issues before they caused problems. Highly recommended!
- Fred Schenkelberg, founder of Accendo Reliability
This book nails the hard part of product development: turning cross-functional knowledge into design inputs that actually ship.
Deeney’s guidance is pragmatic. It respects capacity constraints, risk, and cost, which is exactly what today’s manufacturing professional lives with. If your goal is faster, higher-quality launches with fewer surprises, this is the playbook.
-Quality Guy, Amazon Review
This book is an essential addition to the product development literature. It’s rigorous without being rigid, structured without being stifling, and collaborative without being chaotic. If you’re part of a team trying to build something meaningful—and if you believe that understanding problems deeply leads to better solutions—then you’ll find immense value in these pages.
-Drew Boyd, co-author of Inside the Box: A Proven System of Creativity for Breakthrough Results
Beyond the Book: Additional Resources
FAQ
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