Inadequate understanding of
wants; market size and customer
buying patterns are not adequately researched. Inadequate
prototype testing, product performance testing and market
customers and their needs, come first; research capabilities
are used to come up with unique products, instead of creating
customer value. Lack of a well defined cross-functional new
product strategy; insufficient involvement of critical
departments during the development and launch of the product.
innovation process and effective monitoring and measurement
Lack of energized and energizing
innovation leaders; concerns about management's real
commitment to new products. Poor employee
motivation; unclear career path for new product personnel;
insufficient inspiration and incentives to encourage
risk taking; unclear assignment of ultimate new product
Cross-functional teams are weak or insufficiently
differentiation is weak. The product launch is not supported
by adequate marketing initiatives,
advertising and resources.
To Know Your
Enemy, Become Your Enemy
If you were the
Change, what barriers would you erect inside and around
What your target customers may
dislike or be suspicious of?
How could your multi-faced and
multi-faceted competitors try to kill your innovation?