Making innovation work in consumer products

Why is the failure rate for new products so high?

NeedsProduct innovation

Did you know that over 80% of new consumer products fail within a year of launch? And that this is equally true for new players in the field as well as for large, established brands. What a colossal waste of energy, time and money! But why is this number so high? Why is it so difficult to launch innovations that stick? Good news! We have the answers.

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