(By Jeremy Hutchison-Krupat, assistant professor of business administration at the University of Virginia Darden School of Business, based on a case study prepared by Allison Elias, research associate at Darden’s Institute for Business in Society; Tim Kraft, assistant professor of business administration at the Darden School and Gal Raz, associate professor of business administration at the Darden School.) The big idea: Many companies employ a phased approach to product development, aiming to reduce uncertainty by noting potential issues with a product early on. In this way, less favorab...