Winning by Design is a practical book for both the people concerned with the real world of change and its results and for the people expected to execute this change.The first part of the book was written for the leaders - those who wish to create a vision and initiate the changes. The second is aimed at the people who are tasked with implementing and driving the change to a better new product development process and environment, providing a very practical guide for project teams working on new products and services. The authors believe and hope that this book will initiate a new approach to product development and the way it is managed. Both Westrick and Cooper have had many successes with this approach and have a strong desire to share it with others through Winning by Design.