The lifecycle of a product is generally associated with two key players viz., a producer and an end-user. Although producers and end-users depend on each other, they have their own priorities. For a producer, the characteristics of a population of units are more important than the individual units, whereas for an end-user the opposite is true. The government makes laws for the population of a country, but a parent may be more concerned about its impact on the future of their individual children. A car manufacturer targets consistency in fuel efficiency for a population of cars, whereas a car owner has concerns about the fuel efficiency of his/her car. Similar differences in concerns also apply to tennis racquet manufacturer versus a tennis player or a cutting tool manufacturer versus cutting tool user.