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76 SMT007 MAGAZINE I JUNE 2021 New product introduction (NPI) is on the rise. With crisis comes innovation and the COVID-19 pandemic is no different, as hun- dreds of new and innovative products are being developed and rushed to the marketplace. ere are all kinds of new and improved medical devices such as respirators, ventila- tors, and vaccine storage; expedited shipping on temperature monitors, sanitizers, and puri- fiers; and quick and accurate tests and numer- ous other medical devices. ere are also other new products being rushed to the market, everything from automatic door openers to office occupancy monitoring, and much more. is tsunami of new products coming to mar- ket also includes innovations and inventions in the automotive marketplace, from electric and autonomous vehicles to battery chargers that are easier to use and longer lasting than any- thing currently on the market. Adding to this is the fact that people have been locked down for well over a year, giving them creative time like they have never had in their lives. Artists are finding new ways to cre- ate art; singers are putting out new albums, and inventors are inventing like crazy. Of course, they all want to get their creations and inventions to the marketplace as rapidly and as easily as possible. ere has never been a higher demand for faster time to market than right now. ose of us working in this space must get ready for a perfect storm of highly competitive companies wanting to get their products to market first. If you're in this end of the marketplace, you had better be ready for it. If you're not, sharpen Security is Key Time to Market by Imran Valiani, RUSH PCB