The product champion tests his vision Available to Purchase

Reports on CCL′s product development technique, using a product champion, who should have a market‐led view and a commitment to take the project through from development to peak of production. Suggests that early trial has an influence on the success of a new product and details the various steps needed to achieve this. Presents a case study of a new development by an international company undertaken in collaboration with CCL, using a product champion.