The authors described a new approach to commercial product development that would increase speed and flexibility, based on case studies from manufacturing firms in the automotive, photocopier and printer industries. They called this the holistic or rugby approach, as the whole process is performed by one cross-functional team across multiple overlapping phases, in which the team "tries to go the distance as a unit, passing the ball back and forth". (In rugby football, a scrum is used to restart play, as the forwards of each team interlock with their heads down and attempt to gain possession of the ball.)