Like for marketers, even manufacturers have this principle that only half the products or initiatives work though almost no one knows which half. The perfect example being the PC Junior developed by IBM which was widely regarded before its launch yet bombed at the market. This led to a new set of norms being established for product launches known as the Outcome Driven Innovation or ODI. Needs are first evaluated before being put to test. Now with the availability of data, thorough business analysis can be conducted during the ODI process. A perfect example of ODI being followed is the circular saw developed by Bosch. The company decided to launch this product post extensive ODI based research.