# 269: Ultra-Precise Death Ray (Repeat)

- Show: [Embedded.fm](https://hardwarepodcasts.com/podcast/embedded-fm)
- Published: 2021-07-02
- Length: 1h 05m
- Episode: 269
- Page: https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat
- Listen: https://embedded.fm/episodes/269-repeat

## Summary

Alan Cohen, a systems engineer at Massachusetts General Hospital and author of 'Prototype to Product: A Practical Guide for Getting to Market', discusses the 'eleven deadly sins' of product development. He emphasizes that detailed planning and requirements gathering are essential for managing risk and avoiding costly surprises, arguing that the cost of changes increases exponentially over time. Cohen advocates for an 'iterative waterfall' approach that balances agile iteration with structured gates, and highlights the importance of building strong, motivated teams to execute these plans effectively.

## Chapters

- [0:06](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=6) Introduction: Alan Cohen and Prototype to Product
- [5:08](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=308) The Role of Systems Engineering and Integration
- [7:50](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=470) The Value of Detailed Project Planning and Estimation
- [14:41](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=881) Managing Stakeholders and Back-Scheduling
- [23:12](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=1392) Iterative Waterfall and the 11 Deadly Sins
- [34:21](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=2061) Psychology of Development and Organizational Culture
- [49:15](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=2955) Model-Based Engineering and Enterprise Architect
- [58:03](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=3483) Writing the Book and Career Impact
- [1:00:06](https://hardwarepodcasts.com/podcast/embedded-fm/2021-07-02-269-ultra-precise-death-ray-repeat#t=3606) Work at Massachusetts General Hospital

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Mechanical engineering](https://hardwarepodcasts.com/topic/mechanical-engineering)
- [Embedded firmware](https://hardwarepodcasts.com/topic/embedded-firmware)

## Most relevant to

large enterprises

## Mentioned

- Prototype to Product: A Practical Guide for Getting to Market (product)
- Massachusetts General Hospital (company)
- Enterprise Architect (tool)
- O'Reilly (company)

## Related episodes from other shows

- [IDology #11 - Most common mistakes in product development](https://hardwarepodcasts.com/podcast/idology/2023-03-28-idology-11-most-common-mistakes-in-product-development) (IDology)
- [Project Management for Product Development of Medical Devices](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2021-10-27-project-management-for-product-development-of-medical-devices) (Global Medical Device Podcast)
- [S7E19 Ryan Schoonmaker | How to Take A Structured Approach to Solving Engineering Problems](https://hardwarepodcasts.com/podcast/being-an-engineer/2026-05-01-s7e19-ryan-schoonmaker-how-to-take-a-structured-approach-to-solving-engineering) (Being an Engineer)
- [Interview with Eric Ries - Transorted Testing Tachydidaxy](https://hardwarepodcasts.com/podcast/the-amp-hour/2013-08-21-interview-with-eric-ries-transorted-testing-tachydidaxy) (The Amp Hour)
- [216: 5 Key Tips For Starting Your Product Development Journey](https://hardwarepodcasts.com/podcast/product-startup/2024-03-11-216-5-key-tips-for-starting-your-product-development-journey) (Product Startup)

## Citing this page

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