When did design thinking enter your last three product programs?
When was the last time you conducted structured customer research before a program was greenlit?
Can you explain in one sentence what each product in your line is for — and why it differs from what sits above and below it?
Is there a formal product brief for your current active program — defining what it is, what it is not, who it is for, and what they will pay more for?
Does your company have a documented visual brand language — standards defining how your products look and feel across your entire line?
Is design represented when program budgets are approved and tooling is committed?
Do your suppliers execute to documented design criteria, or to engineering tolerances alone?
When a product underperforms in the market, where does your team look first for the cause?