As innovation makers, we continuously think about everything that is needed to make a product a success. How do all the pieces come together? How do product properties strengthen communication and possibilities in both the supply chain and the product life-cycle? The synergistic benefits can be enormous by closely interweaving product marketing in the realization of an idea to product. In such a process, timing is everything. Sales arguments become sharper during creation, and we never lose sight of the required functionality.