12 Keys to Assure Your New Product Fails
- Listen to people who have no need for the product, find this out and then try to sell it to them anyway.
- Listen to the consumer and then do what the executive wants.
- Sample people where they don’t use the product.
- Develop a product for one user and find a different consumer who is more interested and don’t try to understand why. Miss the bigger market.
- Fail to realize that the package and the product are one and the same – design the package separate and uninvolved with the product – then stick them together and hope they match.
- Design cool packaging that is not attractive to your user base; as a result they don’t understand it and therefore don’t consider buying your product. Design packaging that appeals to a base of consumers who will never want your product and/or represent the smaller of the two user groups.
- Develop a product that does not reinforce the brand.
- Have non–experts set the standards based on their expertise and not anchored to the product or the consumer.
- Spend extensive time and money on outdated tools, techniques, and/or thinking, go through analysis paralysis with metrics that are not linked to product/business success.
- Launch regardless of consumer interest in your product.
- Communicate nothing, communicate the wrong thing, or fail to communicate enough about a new product.
- Launch a product that is not quite ready, hoping consumers will not notice the poor design quality.
- Get a volume estimate, doubt the forecast, double your pre-launch volume estimate, load the shelves and wonder why your sales didn’t meet your expectations.