Years ago, I was called into the office of the CEO of my company and given an assignment. Create the list of new products we would offer. The rationale was that if I could be successful at naming and creating the stories behind the products, I could envision the products themselves and start the process creatively from the beginning, rather than stepping in at the end.
It was a very successful experiment and I became V.P. of New Product Development Worldwide. After that, it was a matter of course that nearly all my positions in marketing and creative included an element of product development. And if not, at least a very strong bond between marketing and development and advertising in organizations which had been previously compartmentalized. Among the product areas where this has been the case are: