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I cannot help feeling that this is a backward step - books by Pugh, Pahl & Beitz & Nam Suh and many others have been published that show both a long history of product design (Leonardo da Vinci iterated his ideas, I'm sure famous figures in other cultures will have done similar) and a modern, systematic approach. I particularly dislike the "Fuzzy front end" and "Fuzzy back end" - this seems to have little to do with Fuzzy Engineering, a distinct methodology, and in practice is not at all fuzzy - there can often be a distinct lack of specificity in the sales process but many industries employ Systems Engineers/Requirements Engineers/Concept Engineers who's daily lives accommodate creativity and who's outputs are anything but fuzzy. A modern gated product lifecycle methodology should start around identification of a potential market need/want and proceed right through to decommissioning/disposal/recycling.
