WHY NEW PRODUCTS WIN
I am the master of my fate: I am the captain of my soul.
—W. E. Henley, “Invictus”
THE INVISIBLE SUCCESS FACTORS
What are the secrets to new-product success? And why are some new-product projects and products so successful? Do you know? Most people don’t or choose to ignore them—witness the high failure rates and the large number of businesses and new products with very poor performance here (recall the performance results in Chapter 1, and also Figures 1.3
). That’s why I refer to these success drivers as “secrets to success” or the “invisible success factors.”
There is help, however! Numerous studies have probed the question of why new products win (or fail), looking at large samples of successful versus unsuccessful ...