Simplifying product families by using an alternative approach

By far the most perplexing issue for customers and delegates I talk to at conferences is Product Families.
This topic is the most read on my blog and our free guide to product family categorisation is by far the most downloaded resource on our web site.
The purpose of this post is to challenge the methodology used in the ISO/TS 17665-3 (ISO) standard by asking ‘Why does it need to be that way?’