In the late 1990’s, dot com companies were sprouting up fast racing toward an IPO or quick exit strategy. Cha-ching! Right on their heels up-started interactive design firms that smelled blood, and preached the psychology of usability (”human factors science”). Been there, seen that. Your requirement: excessive hours and budget commitments across your executive team, marketing and R&D, even before any technology is integrated—your real intellectual property. There is no debate here regarding the value of an intuitive website, software application or interactive sales and educational materials. But, if you want to get to market fast and in a cost efficient manner, a team of Sigmund Freud lookalikes in turtlenecks are not required. The basic ingredients to consider are:

• Innovate one step beyond your competition (the vision)
• For software applications, ensure sales can sell and R&D can build
• Assemble a team that follows user-centric design and communications principles
• Unite all development stakeholders with a project plan
• Gain feedback from your customers early and often (the validation)
• Form a go-to-market plan to reach customers, prospects, and new audiences

FYI: The majority of the aggressive dot com’s and thirsty Freud designers shut their doors. New companies emerged or retooled with smarter growth strategies and budget management practices.