Creation of value to all stakeholders is the bottom line for a prototype. The stakeholders will determine the value as they work with the prototype - and value will be gained beyond predictions of spreadsheets and prognosticators.

'Expected' and 'discovered' value to every one of the prototype stakeholders is what it's all about; get all the stakeholders involved early so they can provide discussion and feedback and be prepared for their turn in the PD process.

Thus, a global, business oriented view should be taken when starting a prototyping effort. Use the prototype, not only as a development tool for exploration and validation purposes, but also as a business tool to gain visibility into markets, technologies, compliance issues, manufacturing and overall business processes.

Again we turn to friend Bill (Evans) for his wisdom:

"I think the 'parts' of being a product provider, that is all the functions and processes involved in developing and producing a product for market, require an enjoining factor, a 'buy into the idea'. That is the prototype (whatever level). This is the ultimate value whether it is VC money, investments, joint ventures, buyouts, marketing, finance and then into the real world we know of - i.e. development and production. Value is not one set of values associated with the PD but is composed of the various values within the PD process that must be brought out and focused on in the effort of product-to-market. If the marketing folks don't buy-in early into PD their value assessment is less than what is needed to get them to fully and heartily endorse and promote the idea / product / process. If marketing doesn't buy into the product whole heartily, either internally or externally, then the product will not be as successful as it could be. The PD also loses critical (more than superficial) input from the market place."

Amen… brother.