---
title: 1. Stage-gate benefits & limitations
description: A stage-gate process can be helpful... but it is not enough by itself.
---

[Skip to content](https://support.theaiminstitute.com/en/1.-stage-gate-benefits-limitations#main-content)

English

Show submenu for translations

![AIM-logo-white.png\]](https://support.theaiminstitute.com/hs-fs/hubfs/AIM-logo-white.png?height=40&name=AIM-logo-white.png)

Open main navigation

Close main navigation

- English
  
  Show submenu for translations
- Contact us

 Contact us

 BlueHelp® Knowledge Center

- There are no suggestions because the search field is empty.

1. [BLUE HELP](https://support.theaiminstitute.com/en?hsLang=en)
2. [Blueprinting Center & Methodology](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en)
3. [How does Blueprinting fit with a stage-and-gate process?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-does-blueprinting-fit-with-a-stage-and-gate-process)

# 1. Stage-gate benefits & limitations

## A stage-gate process can be helpful... but it is not enough by itself.

The Stage-Gate® process was developed decades ago by Bob Cooper and is a registered trademark of Stage-Gate International. It’s now used by most B2B companies to manage their new product innovation. It’s like a Swiss Army knife that helps you do *many* things…

- Inform management
- Avoid missed steps
- Limit risk and liabilities
- Provide accountability
- Plan needed resources
- Support portfolio views

![](https://support.theaiminstitute.com/hs-fs/hubfs/image-81.png?width=478&name=image-81.png)

But like any tool, … you can’t use it for *everything*. Expecting otherwise will only lead to disappointing results. So what does your stage-gate process do well… and where does it need help?

A stage-gate process manages the interface between the company and the project team. It helps reduce mistakes, but by itself, can foster…

- analytical thinking
- a checklist mentality
- internal focus

If you doubt the last point—internal focus—try this at your next gate review: Ask team members how many hours they spent talking to internal colleagues … and how many to customers. For the vast majority of B2B companies, the quantity and quality of *customer insight* is nowhere near as high as it should be. And this is the primary reason for lackluster new product development.

For more on this topic, see the AIM article, [*Innovation in Industrial Markets: Stage-Gate is not enough*](https://theaiminstitute.com/product-development/innovation-in-industrial-markets-beyond-stage-gate/). Also check out the 2-minute video, *[Invigorate your stage-and-gate process](http://www.b2bgrowth.video/40)*, part of the B2B Organic Growth [video series](http://www.b2bgrowth.video) by Dan Adams.

 

Keywords: stage-gate, NPD process, analytical thinking, customer insight

 

 

- [Blueprinting Center & Methodology](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#main-content)

    - [What is New Product Blueprinting?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#what-is-new-product-blueprinting)
    - [How is Blueprinting learned and applied?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-is-blueprinting-learned-and-applied)
    - [Blueprinting Center](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#blueprinting-center)
    - [Blueprinting E-Learning Course](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#blueprinting-e-learning-course)
    - [How can I become Certified in New Product Blueprinting?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-can-i-become-certified-in-new-product-blueprinting)
    - [How does Blueprinting fit with a stage-and-gate process?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-does-blueprinting-fit-with-a-stage-and-gate-process)
    - [How does Blueprinting fit with strategic planning?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-does-blueprinting-fit-with-strategic-planning)
    - [How does Blueprinting fit with Design Thinking?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-does-blueprinting-fit-with-design-thinking)
    - [How does Blueprinting fit with Lean Startup?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-does-blueprinting-fit-with-lean-startup)
    - [How does Blueprinting fit with Minesweeper de-risking?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-does-blueprinting-fit-with-minesweeper-de-risking)
    - [How does Blueprinting fit with LaunchStar product launch?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#how-does-blueprinting-fit-with-launchstar-product-launch)
    - [What innovation metrics should we use?](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#what-innovation-metrics-should-we-use)
    - [What is "Jobs-to-be-Done?"](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#what-is-jobs-to-be-done)
    - [Project Teams](https://support.theaiminstitute.com/en/blueprinting-center-methodology?hsLang=en#project-teams)
- [Blueprinter® Software](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#main-content)

    - [Getting Started](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#getting-started)
    - [FAQs / General Questions](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#faqs-general-questions)
    - [Step 1](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#step-1)
    - [Step 2](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#step-2)
    - [Step 3](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#step-3)
    - [Step 4](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#step-4)
    - [Step 5](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#step-5)
    - [Software Security and Setup](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#software-security-and-setup)
    - [Blueprinting Executive Dashboard](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#blueprinting-executive-dashboard)
    - [Technical Issues](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#technical-issues)
    - [Blueprinter Updates](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#blueprinter-updates)
    - [Update Archive](https://support.theaiminstitute.com/en/blueprinter-software?hsLang=en#update-archive)
- [Market Segmentation (Step 1)](https://support.theaiminstitute.com/en/market-segmentation-step-1?hsLang=en#main-content)

    - [How to conduct secondary market research](https://support.theaiminstitute.com/en/market-segmentation-step-1?hsLang=en#how-to-conduct-secondary-market-research)
    - [How to engage industry experts](https://support.theaiminstitute.com/en/market-segmentation-step-1?hsLang=en#how-to-engage-industry-experts)
    - [How to segment markets](https://support.theaiminstitute.com/en/market-segmentation-step-1?hsLang=en#how-to-segment-markets)
    - [How to select your target market segment](https://support.theaiminstitute.com/en/market-segmentation-step-1?hsLang=en#how-to-select-your-target-market-segment)
    - [“How B2B” is your market segment?](https://support.theaiminstitute.com/en/market-segmentation-step-1?hsLang=en#how-b2b-is-your-market-segment)
- [Discovery Interviews (Step 2)](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#main-content)

    - [How to plan Discovery interviews](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-plan-discovery-interviews)
    - [Preparing your interview team](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#preparing-your-interview-team)
    - [Convincing customers to be interviewed](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#convincing-customers-to-be-interviewed)
    - [How to handle confidential info in an interview](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-handle-confidential-info-in-an-interview)
    - [How to conduct a Discovery interview](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-conduct-a-discovery-interview)
    - [Finding & using a digital projector for interviews](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#finding-using-a-digital-projector-for-interviews)
    - [How to conduct a customer tour](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-conduct-a-customer-tour)
    - [How to debrief & follow-up a Discovery interview](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-debrief-follow-up-a-discovery-interview)
    - [Engaging your sales colleagues in interviews](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#engaging-your-sales-colleagues-in-interviews)
    - [Engaging distributors in interviews](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#engaging-distributors-in-interviews)
    - [Interviewing customers down the value chain](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#interviewing-customers-down-the-value-chain)
    - [How to interview remotely with web-conferences](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-interview-remotely-with-web-conferences)
    - [How to interview at trade shows & other venues](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-interview-at-trade-shows-other-venues)
    - [Interviewing in different global cultures & languages](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#interviewing-in-different-global-cultures-languages)
    - [How to listen well during customer interviews](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-listen-well-during-customer-interviews)
    - [How to probe during customer interviews](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-probe-during-customer-interviews)
    - [How to gather economic data during interviews](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-gather-economic-data-during-interviews)
    - [How to create & use Current State questions](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-create-use-current-state-questions)
    - [How to identify Must Haves (MH)](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-identify-must-haves-mh)
    - [How to select Top Picks (TP)](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-select-top-picks-tp)
    - [How to use Trigger Maps](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-use-trigger-maps)
    - [How to form Outcome Statements](https://support.theaiminstitute.com/en/discovery-interviews-step-2?hsLang=en#how-to-form-outcome-statements)
- [Preference Interviews (Step 3)](https://support.theaiminstitute.com/en/preference-interviews-step-3?hsLang=en#main-content)

    - [How to prepare for Preference interviews](https://support.theaiminstitute.com/en/preference-interviews-step-3?hsLang=en#how-to-prepare-for-preference-interviews)
    - [How to schedule Preference interviews](https://support.theaiminstitute.com/en/preference-interviews-step-3?hsLang=en#how-to-schedule-preference-interviews)
    - [How to conduct a Preference interview](https://support.theaiminstitute.com/en/preference-interviews-step-3?hsLang=en#how-to-conduct-a-preference-interview)
    - [How to analyze your Preference data](https://support.theaiminstitute.com/en/preference-interviews-step-3?hsLang=en#how-to-analyze-your-preference-data)
    - [How to build your Market Case](https://support.theaiminstitute.com/en/preference-interviews-step-3?hsLang=en#how-to-build-your-market-case)
- [Rest of Blueprinting (Steps 4-7)](https://support.theaiminstitute.com/en/rest-of-blueprinting-steps-4-7?hsLang=en#main-content)

    - [How to build & use a value calculator](https://support.theaiminstitute.com/en/rest-of-blueprinting-steps-4-7?hsLang=en#how-to-build-use-a-value-calculator)
    - [Blueprinting Step 4: Side-by-side testing](https://support.theaiminstitute.com/en/rest-of-blueprinting-steps-4-7?hsLang=en#blueprinting-step-4-side-by-side-testing)
    - [Blueprinting Step 5: Product Objectives](https://support.theaiminstitute.com/en/rest-of-blueprinting-steps-4-7?hsLang=en#blueprinting-step-5-product-objectives)
    - [Blueprinting Step 6: Technical Brainstorming](https://support.theaiminstitute.com/en/rest-of-blueprinting-steps-4-7?hsLang=en#blueprinting-step-6-technical-brainstorming)
    - [Blueprinting Step 7: Business Case](https://support.theaiminstitute.com/en/rest-of-blueprinting-steps-4-7?hsLang=en#blueprinting-step-7-business-case)
- [Everyday VOC](https://support.theaiminstitute.com/en/everyday-voc?hsLang=en#main-content)

    - [Overview of Everyday VOC](https://support.theaiminstitute.com/en/everyday-voc?hsLang=en#overview-of-everyday-voc)
    - [Everyday VOC probing skills](https://support.theaiminstitute.com/en/everyday-voc?hsLang=en#everyday-voc-probing-skills)
    - [When to employ Everyday VOC](https://support.theaiminstitute.com/en/everyday-voc?hsLang=en#when-to-employ-everyday-voc)
    - [After your Everyday VOC call](https://support.theaiminstitute.com/en/everyday-voc?hsLang=en#after-your-everyday-voc-call)
- [Minesweeper® De-risking](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#main-content)

    - [What is Minesweeper Project De-risking?](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#what-is-minesweeper-project-de-risking)
    - [Step 1. Brainstorm Assumptions](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#step-1-brainstorm-assumptions)
    - [Step 2. Consumption Chain](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#step-2-consumption-chain)
    - [Step 3. Individual Ratings](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#step-3-individual-ratings)
    - [Step 4. Team Ratings](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#step-4-team-ratings)
    - [Step 5. Review Certainty Matrix](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#step-5-review-certainty-matrix)
    - [Step 6. CheckPoint Plan](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#step-6-checkpoint-plan)
    - [Step 7. Management Report](https://support.theaiminstitute.com/en/minesweeper-de-risking?hsLang=en#step-7-management-report)

[![aim-logo@2x.png](https://support.theaiminstitute.com/hs-fs/hubfs/aim-logo@2x.png?width=272&height=112&name=aim-logo@2x.png "aim-logo@2x.png")](https://theaiminstitute.com/)

The AIM Institute

Copyright © 2026, The AIM Institute