Another way to create a failed product is to put a product on the market that has not been studied. Even though today's managers are under extreme pressure to deliver results, bringing poorly designed products to market just for sales money is wrong for companies. “The focus on speed often leads to neglect of the network of services needed to support the physical product” (Bethel University, 2011, p. 156). Substandard products hitting the market can damage a company's reputation. It is better for a company to spend the money on the necessary research and follow the proper steps to be successful