1. Identifying market needs - by being in the market.

2. Responding to challenges - where there is a will, there is usually a way - if you know the terrain and how to navigate it.

3. Developing specifications - fine-tuning the concepts and getting past the sticky points.

4. Innovating to protect the concept - making it pay long-term.

5. Managing the implementation - knowing the turf and simplifying the paths.

6. Fitting existing distribution -    and developing new venues.

7. Testing. Testing. Testing - the advantage of a protected approach.

8. Revising - improving the payoff while the competition follows.

9. Building beyond the beyond - further securing the lead.