Copyright David Ullman, Camas Inc.
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Knowledge, confidence and belief about alternative solutions
Dave “I think that I can design an elastomeric system that will give a great ride”.
Fred “A preliminary quote from the vendor has the “Jackrabbit” at $18.25 in lots of 1000 units.  This is well above our target of $15.00 per unit.
Bob “We don’t know enough about the elastomer, the Jackrabbit is too expensive and I don’t think the customers are going to like a sprung seat cushion.  They will think our bike is a tractor.”
Problem Solver Risk
The risk of not being able to solve the problem