This short paper presents an iterative and incrementalprocess to improve the probability that the product or service definition leading to requirements and implementation is both representative of the market needs and has a reasonable expecta-tion of a financially viable business model. Rather than a relative-ly linear process wherein marketing delivers a product definition to the development team, this process ensures that all assump-tions are validated during the definition stage and that all team members are engaged. The process balances the need to address current challenges against future opportunities, providing short-term customer satisfaction (and justification for purchasing or adoption) and a coherent vision for future development efforts (and maintaining and growing the customer base). The process is applied to a case in the agriculture commodities sector.