Modern Management Methods conference, LeanKanban NL 2013
Shooting Crooked Arrows at a Moving Target in the Fog

, President, Reinertsen & Associates


In product development we can’t make better economic choices by hoping to be omniscient. We are always short on facts, uncertain about the current and future position of our goal, and uncertain about the effects of our behaviors and their economic value. Fortunately, good engineering has never required perfect information – we only need to use noisy information to make better choices than our competition. In this keynote Don Reinertsen explains what we need to do to overcome the obstacles that obstruct our quest to make better economic choices.