running a product in Qt Creator should build only that product and its dependents

Currently, building/running my app from within Creator causes all targets in the project to be built. Only targets dependent on the target being built/run, should be built (i.e. something analogous to qbs [command] -p [product]).

As it stands, Creator is building my distribution disk image every time I try to run the app. That can take a while.

Of course it should also be possible to build all targets at once.