Traditional Project Management (TPM) relies on company's own expertise, or participating companies' expertise in the case of joint projects. For large and complex projects and Extreme Project Management (EPM), the companies' internal expertise may not be enough to develop a commercially successful product. This case study describes use of a Commercial Impact Advisory Group (CIAG) in product design in VisualMedia project. The project designs a new software tool for broadcasting. The CIAG

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... of broadcasting experts completely outside the project consortium, and they brought in experts' and users' views in the design process. The purpose of the VisualMedia CIAG is to add value to the VisualMedia project. In the first phase, the CIAG has been used to affirm user requirements for development. Additionally, the CIAG has expressed questions, doubts and contradictions. Through the multifaceted user groups and their consultations, including the CIAG, the project has obtained a comprehensive understanding of the users and their needs, and also commercial impact of the product being developed.