Quality Function Deployment (QFD) training teaches Indiana students product design and development 'gone right'.
Far too often, engineers gather among themselves, and pump out designs with zero input from actual customers. The worst example we've seen was $20M spent on developing a pressure-based uninterruptable power supply system that had no market interest. The engineers thought it was a great idea. And technically it was pretty nifty. Unfortunately, nobody wanted to buy it, and it was a complete waste of shareholder dollars.