MISTAKE #10: You’re trying to climb Mount Everest…Alone
Assuming any of the often-quoted failure rates for new products are anywhere near accurate, it might just be easier to summit Mount Everest than to create sustainable, profitable consumer packaged goods. Or at least less expensive.
Yet no one has ever attempted to climb Mount Everest alone. It is common knowledge that simply buying an airline ticket to Nepal and buying some mountaineering gear does not make one prepared.
Yet many people aren’t much more prepared when it comes to launching a new product. They think that having a good idea, doing a little design, and getting production bids are enough. Other issues can be addressed, they’ll argue, once a purchase order is in hand.
That’s kind of like thinking about conditioning your body and what gear you need only after you arrive at basecamp.
While having your new product fail probably won’t lead to you becoming a dead frozen popsicle stuck to a mountain, it could easily be as painful as losing a few toes to frostbite.
BE ADVENTUROUS, BUT BE SMART
You can be adventurous and still be smart. In fact, the more adventurous you are, the smarter you have to be. The more ambitious your new product launch is, the more you probably need help getting there.
People that climb Mount Everest have a massive support system in place because they know the high price of finding out they are unprepared. They don’t try to do it on a shoestring budget. They don’t make excuses for not taking precautions they know are needed. They don’t try to cut every corner they can find. And they don’t let cost drive every decision.
These people understand that the greater the risk, the more prepared you have to be.
To continue the climbing Mount Everest metaphor, this means relying on the expertise of local Sherpas that serve the role of two critical companions needed on that quest:
GUIDES & PORTERS
Guides know how to get you where you want to go:
They’ve already traveled the path many times. They have experienced the summit. They can read subtle signs along the way that might indicate danger.
Guides provide the rational, experienced voice to prevent your enthusiasm from getting people killed. They are every bit as interested in seeing you succeed, but they make sure you do it in a manner that has the highest probability of success.
Porters make sure you have what you need every step of the way:
They are heavy lifters. They go ahead of you and get the next phase of the adventure-ready. They make sure you’re able to make progress at the necessary speed.
With their help, you get to the next camp before the sun goes down. You have enough of the right food to eat. You’ve got heat and oxygen and medical supplies should they be needed.
Each porter is specialized in particular skills and has particular gear they are responsible for. They each have responsibilities that others can trust they’ll do consistently well. Together, hiring the right group of porters ensures you’ve got the resources to meet the needs you already know you’ll have. They’ll also make sure you’re prepared to solve unplanned problems that inevitably occur on any adventure so great. They help foresee the needs you’re not even thinking about.
ARE YOU PREPARED?
I understand that this Everest metaphor can be viewed as a little over-the-top. Maybe you've put it out right now and think it is fear-mongering. I know that this article must sound self-serving.
But I’ve worked with too many overly-confident companies and individuals that were either blissfully unaware or intentionally ignorant of how unprepared they were. They clearly lacked the right resources, which made it easy to predict the unpleasant outcome.
No one can climb Everest if they are missing a glove or a boot or they run out of food. No assent on Everest ever goes flawlessly. People fall down and need someone to help them back up.
Who is helping guide your adventure? And who is doing the heavy lifting along the way? I hope you’ve got a great team of experts you can trust. And I certainly hope you’re not trying to do it all by yourself.