During my years in the medical technology industry I was able to observe a relatively small organization working many years on continuous and incremental improvement of a single core product. Reuse was an automatic result of our focus on a single core application domain and a single product that was evolved over the years. The connection to the customers was loose and delays were never more than an embarrassment. When I moved into the automobile industry the picture changed. I was a member of a large, internationally distributed department. We were working on multiple customer projects in parallel. Most of these projects had huge similarities but every single one had its unique distinguishing factors as well. Instead of a long-term evolutionary plan for a single product, each project was strongly time-bound, budget-bound and subject to constant close tracking and scrutiny by the customer.