This is a true story. The company name
has been changed.
The vision
Acme Corporation is a successful business
selling medium and large-scale business applications. Some executives had an
idea for a new application. After further development of the idea, and approval
of the business case, a project was started to create the new product.
The steering committee comprised three
executives, all of whom had been involved in developing the business case.
Senior management was very excited about the prospects for the new product.
Before starting the definition of
functional requirements, the project manager interviewed the three executives
on the steering committee individually, to determine what their vision was for
the new software. Two of the executives agreed on a vision, but the VP Product
Development had different thoughts. The project manager met with all three as a
group, to try and achieve consensus. There were still significant differences.
In order to try and achieve consensus,
the project manager and steering committee agreed it would help to meet with
industry experts who could provide additional insight on high-level
requirements.
Meeting the experts
Just as the first industry-expert
meeting was about to begin, the VP Product Development apologized and explained
that an emergency had just come up on another project and he would be unable to
attend the session. The other two executives and the project manager continued
the meeting with the industry expert.
The next industry-expert meeting was
scheduled at a time convenient to the VP Product Development, to ensure he
would be able to attend. Unfortunately, a last-minute urgent matter again
prevented the VP Product Development from attending. He urged the others to go
ahead without him.
At a follow-up meeting to discuss
high-level requirements based on the feedback from the industry experts, the VP
Product Development didn’t like the proposed product, and thought it wouldn’t
sell. He was unable to stay at the meeting long enough or to attend follow-up
sessions where further requirements and direction were developed. However, he
didn’t want to hold back the team, and suggested they should forge ahead
without him. He would review the more detailed requirements and early product
prototypes.
Product development
The high-level requirements were not
defined, development had not begun, yet the project was behind schedule
already. All three members of the steering committee urged the project manager
to get the project back on schedule. She should go ahead and develop more
detailed specifications, based on the high-level requirements already
developed.
In addition, the steering committee was
worried about the lack of progress reported on product development, and urged
the project manager to get the work started, using the high-level design. As
the more detailed requirements were established, the development team would
re-work their design as needed.
Project resources were gradually
shifting. The database designer was moved to another project and replaced. The
technical architect transferred to another division and was not replaced. Her
work was assigned to another member of the project team. Some development staff
were given additional high-priority work for another project by the VP Product
Development.
A key component that was to be
purchased and integrated into the new product was not approved for purchase.
Instead, the development team built similar functions into the product.
On the market
As a result of the shifting requirements,
related re-work, changing and lost resources, the development of the product
was behind schedule. Since competitors were moving forward with their own
products, the scope of the development plan was revised, eliminating some
features in order to have a product ready for sale earlier. They could
incorporate the removed features in a future release.
The first product was launched. No one
bought it, as competing products were already established and were much more
robust. The product was later dropped.
Conclusion
The failure of the product can easily
be traced to its root cause. The product didn’t sell because it launched late
with insufficient features. This lacklustre product was due to delays in
development, as a result of resource gaps and re-assignments. These resource
issues were due to the lack of commitment of the VP Product Development.
The signs of lack of commitment were
evident starting from the two industry-expert meetings, where “something just
came up” and prevented the executive’s attendance.
The project manager got caught up in a get-it-done
mentality, focused on the hard deliverables needed to keep the project on
schedule. As a result, she did not recognize the signals that her project was
doomed to fail, no matter what she did.
Copyright
2015 Debbie Gallagher