"In these competitive times, the name of the game is quick time to market and to fail fast. We just can't have multiyear product development timelines, waiting until the end to figure out whether we have a winner or loser on our hands. We need short and quick cycle times to continually integrate feedback from the marketplace. "But that's just half the picture," she continues. "The longer the product development cycle, the longer the company capital is locked up and not giving us a return. Dick expects that on average, our r&d investments return more than ten percent. That's the internal hurdle rate. If we don't beat the hurdle rate, the company capital would have been better spent being invested in the stock market or gambled on racehorses.