This article focuses on the redesign of an existing business process rather than just improving it incrementally. Most Business Process Management (BPM) efforts focus on making small improvements using Lean/Six Sigma, plus other techniques on an existing process. These improvements range from reducing time/cost, gaining quality/flexibility to the tightening of controls. However, there is a radical approach called Product-Based Design (PBD) that uses the end-product as a guide to redesign rather than using the existing, perhaps even undocumented, process. PBD has resulted in a 35% reduction in time and 75% reduction in cost for processes producing information intensive products such as invoices, payments, orders, permits, and licenses.