A company currently produces custom goods for a limited market.

Involving customers in the product design process can significantly enhance a company's ability to meet market demands and reduce lead times. By incorporating customer feedback and requirements early in the design phase, companies can develop products that better meet customer needs, reducing the number of iterations and redesigns. This customer-centric approach can also streamline production processes and reduce the complexity and variety of products, leading to shorter delivery lead times and increased market share.References:

"The Lean Product Playbook" by Dan Olsen

"Customer-Driven Product Development" by John Stark