Co-authored with stefan-thomke for Harvard Business Review (vol. 90, no. 5, May 2012, pp. 84-94). This article distills Reinertsen's core arguments into six myths that cause product development teams to fail: (1) high utilization maximizes productivity, (2) processing large batches improves economics, (3) the plan is right, stick to it, (4) the sooner a project starts, the sooner it finishes, (5) more features make products better, and (6) we'll be more successful if we get it right the first time. Each myth is demolished using the economic-framework-for-prioritization — the article demonstrates how practices imported uncritically from manufacturing (where they make sense) cause damage in product development (where the underlying economics are different). This was Reinertsen's highest-profile publication, reaching HBR's broad management audience and bringing his ideas beyond the lean/agile community. The article was later included in HBR's "10 Must Reads on Technology and Strategy" collection.