There are many variables that determine a product’s success on the market – consistency of quality, price, availability, and more. But one factor often matters most: the speed to market. There will always be a sizable chunk of demand for the first available product that meets specifications.

Unsurprisingly, when we surveyed manufacturing leaders across industries for our American Manufacturing Pressure and Productivity Index, speed to market was commonly identified as a major priority. When we asked for their biggest priority in 2025, “faster speed to market” was the plurality of responses, with 23% of respondents. This beat out “hiring and retaining enough skilled labor” (18%) and “driving supply chain efficiencies” (14%), which we identified in other areas of the report as being current crises in the sector.

What this prioritization means is that, although talent and supply chain are pressing concerns, many businesses believe that accelerating speed to market is the best way to remain in business. This in itself is worth noting. Focus on speed to market creates a widening advantage over competitors that aren’t prioritizing it, as the time that the fastest product is the only option increases.