Make sure you've quantified the incremental sales or new shoppers your product will bring to a retailer.
Read MoreConsider how an unrealistic timeline, including the failure to drive demand for your product, can put it on the fast track to failure.
Read MoreCompanies often under-estimate the time between pursuing distribution at a retailer to having the first item scan at a register.
Read MoreWhy you need to spend more time listening to, and less time talking at, your retail buyer.
Read MoreMany companies have extremely poor social skills when it comes to engaging shoppers in a content-based conversation.
Read MoreWhile demographic profiles are an easy way to look at your prime prospects, they are often not the right way to guide decisions.
Read MoreWhy going after a larger market or broader population doesn't always produce better results.
Read MoreWhy being surrounded by too many resources or having too few resources can both lead to bad results.
Read MoreAnticipate the unexpected and find guides to get you where you need to be and porters to make sure you're prepared when you arrive.
Read MoreWhy you are fooling yourself if you think you can do it all alone.
Read MoreMany products fail not because the product is bad, but because the company fails to change an established behavior.
Read MoreYour customer is probably an idiot, with far less understanding of your category than you'd ever imagine.
Read MoreWhy products with a delayed or indirect benefit have to work even harder at finding creative ways to manage perceptions.
Read MoreDon't think shoppers will forgive or forget very quickly when you build up expectations only to fail to meet them.
Read MoreConsider the remarkable value an antagonistic protagonist can bring to your team through data-based disagreement.
Read MoreThe best ideas can always be made better by listening to shoppers. If you think your product is already perfect, you're wrong.
Read MoreWhat a company may perceive as an unmet need doesn't mean there is an opportunity for a product or solution people are willing to pay for.
Read MoreUnderstand why a new product is only as strong as its weakest component. Successful new products focus on addressing weaknesses.
Read MoreThe introduction to a series on all the reasons new products fail...along with suggested actions, guidelines, principles and help to reduce the risks.
Read More