MISTAKE #64: You’re focused on earning as much money as possible, not learning all you can

Look for short-term educational opportunities to learn from your new product launch to position you for a bigger and longer-term payout.

NEW PRODUCT MISTAKESThomas TessmerNovember 11, 2014Ignorance, Strategy & Planning, Mediocrity, Philosophy, Retailer Interaction, Opportunity Exploration, Assortment Optimizer

MISTAKE #61: You think you’re an impulse purchase and that it’s a good thing

Don't assume an impulse purchase is a mindless non-decision or that it ultimately leads to repeat purchase.

NEW PRODUCT MISTAKESThomas TessmerOctober 30, 2014Shopper Experience, Barriers, Expectations, Competitive Evaluation, Price and Size Strategy, Assortment Optimizer

MISTAKE #60: You think purchase decisions are made in discrete category silos

Make sure you're not operating with tunnel vision, incorrectly thinking your product is an isolated purchase decision not influenced by external factors.

NEW PRODUCT MISTAKESThomas TessmerOctober 28, 2014Shopper Experience, Ignorance, Barriers, Competition, Competitive Evaluation, Concept Refinement, Assortment Optimizer

MISTAKE #46: You focus on the wrong competition

Your product will almost always need to displace an existing item already on the shelf or in search results.

NEW PRODUCT MISTAKESThomas TessmerSeptember 9, 2014Competition, Ignorance, Risky Behaviors, Retailer Interaction, Competitive Evaluation, Assortment Optimizer, Retailer Prioritization