The RAD approach also matured during the period of peak interest in business re-engineering. The idea of business process re-engineering was to radically rethink core business processes such as sales and customer support with the new capabilities of Information Technology in mind. RAD was often an essential part of larger business re engineering programs. The rapid prototyping approach of RAD was a key tool to help users and analysts "think out of the box" about innovative ways that technology might radically reinvent a core business process.