·S3 E18
Shannon Cummings on Why Marketing Should Be in the Room Before the First Prototype (A Chat with Cross-Functional Experts)
Episode Description
Your team keeps building the wrong thing, despite great effort. What if the problem isn’t execution. It’s the fog you’re navigating in?
We speak with Shannon Cummings, a seasoned product and marketing strategist who’s spent his career bridging the gap between Marketing, Product, and Engineering. He’s launched life-changing medical devices, cut development time in half, and done it all by bringing marketing into the room before the first prototype.
In this episode:
• Why product development fails when marketing is an afterthought
• How early customer insight—not prototypes—should drive design
• The real power of cross-functional alignment (and how to make it happen)
• A proven process to keep teams united, focused, and customer-obsessed from day one
Show notes and links: https://deeneyenterprises.com/qdd/podcast/s3e18/
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ABOUT DIANNA
Dianna Deeney is a quality advocate for product development with over 25 years of experience in manufacturing. She is president of Deeney Enterprises, LLC, which helps organizations and people improve engineering design.