When companies set out to redesign a product or service, the results can sometimes be underwhelming. Instead of delivering service transformation, the team recommends only minor efficiency tweaks. If this has been happening to you, there can be many underlying causes. I’ve identified a few common problems and what you can you do about them.

Imagine you’ve just been told that you’ll be a member of the team responsible for the first manned mission to Mars.

Now imagine someone asks you how much the mission’s going to cost. The whole thing. There and back. By close of business on Thursday.

Mirga Gražinytė-Tyla conducting at the BBC Proms 2020 (Credit: BBC)

Product managers are sometimes referred to as the conductor of the orchestra. Some people think that the conductor’s job is to direct the players, to lead them through the music. That would be to misunderstand the relationship. Instead, here’s a different take.