:In this paper, we have tried to develop the concept that any new aircraft design cannot be the result of only a single discipline. It requires the devotion and cooperation of three distinct segments of the organization: Engineering 2) Marketing 3) Corporate The implication, of course, is that, without all three segments operating in unison, the probability of failure (defined as poor market acceptance) is quite high. The idea is proposed that, in the general aviation area, the design specification must be developed around the needs of the market. Therefore, the role of market feedback becomes quite important and the marketing organization is the most logical choice for developing and interpreting this feedback.A very brief look at the Cessna CITATION program is used as an example of this design process. Several unique approaches to satisfying the original specification are briefly discussed and the development of a well-defined engineering/marketing interface is described. It is concluded that the future success of Cessna designs will be totally dependent upon how well we can interpret and serve the needs of the general aviation market.