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 #43: You need to set and manage the right expectations

You will actually be held accountable for the expectations you set...and you won't get a second chance if the buyer knows you mislead them.

NEW PRODUCT MISTAKESThomas TessmerAugust 28, 2014Retailer Interaction, Expectations, Category Audit, Opportunity Exploration

MISTAKE #42: You’re swinging too hard

Realize when you really need a home run, when you just need to get on base, and when a strikeout can end the game.

NEW PRODUCT MISTAKESThomas TessmerAugust 26, 2014Ignorance, Strategy & Planning, Expectations, Opportunity Exploration

MISTAKE #41: There is conflict of interest

Make sure your organization is structured so "what is good for the company is good for the individual...and vice versa."

NEW PRODUCT MISTAKESThomas TessmerAugust 21, 2014Productivity, Expectations, Time, Category Audit, Opportunity Exploration

MISTAKE #40: Your team just doesn’t understand retail

Make sure you're prepared with a smart solution to win at retail.

NEW PRODUCT MISTAKESThomas TessmerAugust 19, 2014Retailer Interaction, Excellence, Strategy & Planning, Ignorance, Opportunity Exploration, Competitive Evaluation, Retailer Prioritization

MISTAKE #39: You are static in a dynamic world

Shortly after you stop learning and improving, expect to become viewed as background noise as the competition becomes more appealing.

NEW PRODUCT MISTAKESThomas TessmerAugust 14, 2014Competition, Shopper Experience, Barriers, Omni-presence Strategy, Opportunity Exploration, Principle-Based Design Guidelines, Concept Creation

MISTAKE #38: Average is not acceptable

There can be a 25x difference in the rewards for average versus exceptional performance.

NEW PRODUCT MISTAKESThomas TessmerAugust 14, 2014Mediocrity, Excellence, Competition, Opportunity Exploration, Competitive Evaluation

MISTAKE #37: You’re really testing the strength of a shoestring

Consider the high price you might pay for under-funding key parts of your go-to-retail strategy.

NEW PRODUCT MISTAKESThomas TessmerAugust 12, 2014Risky Behaviors, Strategy & Planning, Mediocrity, Ignorance, Popular, Opportunity Exploration, Competitive Evaluation

MISTAKE #36: Hurry Up and What?

When failure could mean the difference between life and death (for your company), consider the Army's "hurry up and wait" mentality.

NEW PRODUCT MISTAKESThomas TessmerAugust 7, 2014Excellence, Strategy & Planning, Time, Opportunity Exploration, Conversion Optimization

MISTAKE #35: You’re not working with the best tools

"Buy the best tools you can afford," my grandpa taught me. "They'll work far better and last far longer."

NEW PRODUCT MISTAKESThomas TessmerAugust 5, 2014Philosophy, Mediocrity, Risky Behaviors, Opportunity Exploration

MISTAKE #34: Know when to accept approximate perfection

While mediocre work is dangerous, actually getting something done is almost always better than incomplete perfection.

NEW PRODUCT MISTAKESThomas TessmerJuly 31, 2014Excellence, Barriers, Time, Opportunity Exploration

MISTAKE #33: Learning the right technique helps, but isn’t always enough

There is a big gap between understanding how to do something, and being able to do it well.

NEW PRODUCT MISTAKESThomas TessmerJuly 29, 2014Expectations, Philosophy, Mediocrity, Risky Behaviors, Time, Opportunity Exploration

MISTAKE #32: You are scared to admit your mistakes...or ignorance

It sucks to admit you're wrong...but it is a stupid mistake not to.

NEW PRODUCT MISTAKESThomas TessmerJuly 24, 2014Excellence, Expectations, Strategy & Planning, Opportunity Exploration, Competitive Evaluation

MISTAKE #31: You choose not to do it right the first time

If you can't do things right the first time, when do you expect to have time to fix them?

NEW PRODUCT MISTAKESThomas TessmerJuly 22, 2014Philosophy, Mediocrity, Strategy & Planning, Risky Behaviors, Ignorance, Opportunity Exploration, Competitive Evaluation

MISTAKE #30: Your goal is to get bigger when it should be to get better

As you seek to grow your business, consider if you're missing out on opportunities to get better at what you do.

NEW PRODUCT MISTAKESThomas TessmerJuly 17, 2014Mediocrity, Philosophy, Competition, Strategy & Planning, Popular, Opportunity Exploration, Competitive Evaluation, Price and Size Strategy

MISTAKE #29: You ignore the laws of diminishing innovation

Incrementalism is the enemy of innovation and being better is not always a good enough reason to buy.

NEW PRODUCT MISTAKESThomas TessmerJuly 15, 2014Ignorance, Features & Benefits, Product Design, Product Use, Opportunity Exploration, Competitive Evaluation

MISTAKE #24: You fail to demonstrate the product’s benefit

Consider how well you've positioned your product for buyers to experience (or perceive) the maximum possible benefit.

NEW PRODUCT MISTAKESThomas TessmerJune 26, 2014Shopper Experience, Expectations, Features & Benefits, Storytelling, Category Audit, Opportunity Exploration, Principle-Based Design Guidelines

MISTAKE #23: You’re too damn complicated

Embrace the belief that complexity should be avoided and simpler solutions are often better solutions.

NEW PRODUCT MISTAKESThomas TessmerJune 24, 2014Theory, Productivity, Barriers, Opportunity Exploration

MISTAKE #22: Your focus makes you blind

Consider how selective attention or specialized skills can make us blind to the proverbial 800-pound gorilla.

NEW PRODUCT MISTAKESThomas TessmerJune 19, 2014Assumptions, Ignorance, Mediocrity, Category Audit, Opportunity Exploration