Winning by Design: Practical application of Lean principles for transforming the speed to market, the quality, and the costs of new product development.

Winning by Design is a practical book for both the people concerned with the real world of change and its results and for the people expected to execute this change.The first part of the book was written for the leaders - those who wish to create a vision and initiate the changes. The second is aimed at the people who are tasked with implementing and driving the change to a better new product development process and environment, providing a very practical guide for project teams working on new products and services. The authors believe and hope that this book will initiate a new approach to product development and the way it is managed. Both Westrick and Cooper have had many successes with this approach and have a strong desire to share it with others through Winning by Design.

Rob Westrick is the Vice President of Research and Development for Elekta Oncology, a leading producer of radio therapy equipment. His career spans many industries including aerospace, construction vehicles, oil and gas equipment, and medical devices. As Rob moved to new sectors broadened his experience of transforming the process of creating new product designs. In 2007 he met Chris Cooper, a kindred spirit, and together they created the Simpler Design System. Chris Cooper has over 20 years of leadership experience in the delivery of successful large-scale Lean transformations across a broad range of industries, companies, and countries. His industry experience includes aerospace, defense, military, finance, marketing, health care, pharmaceutical, manufacturing, and maintenance, repair and overhaul. Chris is also author of The Little Book of Lean.