Much is attributed to an executive, a product champion or the team's passion for a new product and market. This type of spirituality is a very important emotional motivation 'emotivation' - during the product development process. It is not driven solely by the standards of technology, the market, etc., but by stuff we can't put into words.

Following are a few examples of how spirituality of passion and vision may interact with other product mentors to affect your product's definition:

• A nascent market may be questionable to some team members and investors - this can influence Product Market (creation a new market, new product benefits), Product Utilization (new product features), Business Model (less expensive product versions or more lucrative financial paths), 3rd Party Encumbrances (less, or more, dependency on certain regulations) and Infrastructure (different manufacturing and service requirements).
  
  
• Quality or performance goals may be questionable to some team members - this can influence 3rd Party Encumbrances (a quality advocate may vehemently oppose those who want to skip over safety issues), Product Utilization (there may be a designer who demands a specific product feature based on a gut feel that it will sell more product).
  
  
• That spirit which one sees at many companies where people gladly and happily work long hours and take little vacation (what many call a crazy work ethic) - this may influence the Business Model by vastly increased efficiency of a development project.
  
  
• Passion can sell most anything - this can affect all of the product drivers in many ways. For example Product Market (opening innovative, new channels), Product Utilization (adding beneficial features not originally considered), Business Model (obtaining appropriate and well-timed funding), 3rd Party Encumbrances (not letting a regulatory agency demand more than is required) and Infrastructure (gathering reluctant investors, manufacturers and consumers).
  
  
• The Lemming & shark effects - these are two very spiritual passions, which may or may not be advantageous. The lemming effect is where 'everyone seems' to be following behind a seemingly successful product or idea: that's where the crowd is heading and everyone will share the spoils. The shark effect occurs when there is definitely a proven innovative moneymaker and firms jump into the market for the kill - or to take the spoils. Most lemmings die whereas the sharks usually live on. These endeavors can perturb any or all of Product Market, Product Utilization, Business Model, 3rd Party Encumbrances and Infrastructure.
  
  
• The Product champion - often people with a passion miss many of the real issues of product development and marketing, but pursue their agenda anyway either by being overbearing, over critical or too involved through micromanaging. This can be beneficial when done from 30,000 feet, but many times it's not. Product Market, Product Utilization, Business Model, 3rd Party Encumbrances and Infrastructure can be either positively or negatively affected for the whims of the passionate.