Insurance experts. Travel experts. Legal experts. Now health care experts. Change creates lucrative opportunities for innovators who are willing to listen to consumers.
Introducing new products and services successfully requires: a) sufficient expertise and resources, b) a defined process and c) leadership resolve.
But talking about expertise, process and resolve is boring to everyone except engineers (and people who introduce new products successfully). So, with apologies to David Letterman, here’s my list of the top 10 reasons why your next new launch will fail.
So what stops people from bringing industry-changing ideas to market? After seeing this “I’ve-got-a-big-idea-that-I-am-really-not-going-to-do-anything-with” trend for many years, I believe people freeze because they secretly fear failure. Perhaps they believe there is more to innovation success than simply coming up with the big idea. Newsflash: They’re correct.
So in an effort to better humanity, I offer you the simple formula that will consistently and systematically help you lead more industry-changing ideas to market. (Imagine the friends and fame you are about to attain. I’d uncork some champagne immediately.)