Welche Bedeutung steckt hinter der hier vorgestellten Vokabel aus dem Bereich Marketing?

'When we tested the new product on 50 random people, we received very poor feedback.' 'It sounds like we need to go back to the drawing board.'

to go back to the drawing board

Do you know what it means?

• to report the results to upper management
• to criticize the architect
• to create something new because the original idea failed