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Success in lean product realization depends on the ability to specify value from the voice of the customer at the beginning of the process. Value streaming, is therefore essential for assuring that the specified value is being pursued and achieved throughout the process. During lean implementation, however, it is usually assumed that nothing but value will be streamed if wastes are eliminated using value stream mapping. While waste elimination is necessary to make the process leaner and facilitate value streaming it is not sufficient for assuring that specified value is being streamed without structured and formalized participation of customers. With current structure of product realization processes, the voice of the customer is provided during the planning phase at the beginning of the process and customer satisfaction feedback is provided after product launch.