This paper, part 1 of 2, introduces an analogy between the new product design process and a pack/game of cards. After introducing the analogy, it goes on to demonstrate that, just as Hoyle suggested rules for card games, similar analogous rules can be derived for product design, and the companies involved in such endeavours. It provides a 'team-based' methodology for learning the analogy, and suggests a number of developments of the analogy that can be used for furthering the understanding of the new product design process. Part 2 of the paper will go on to provide some examples of the use of the analogy in practice.