The document discusses improving research and development (R&D) effectiveness. It addresses common issues that make R&D ineffective like a lack of business alignment. It advocates knowing your business and customers to align R&D goals. Reverse marketing is presented as researching customer needs before product development. The document outlines aligning an organization's structure, resources, leadership and personnel to support R&D. It argues for a holistic RD&D approach integrating research, development, design and marketing. Challenges of new product development cycles, competition and innovation are also addressed.