Customer-Driven Innovation & Transformative Ideas

Julie Wittes Schlack is SVP of innovation and design at Communispace. You can follow her on Twitter @jwschlack or read her blog here. Numerous studies demonstrate that 70-80% of all new products fail. Lack of relevance, lack of differentiation, inappropriate pricing and muddled messaging all factor into a brand’s struggle when launching a new product. However, the ultimate judgment of new products falls to consumers, who, ironically, are often absent from the development process. That development stage stands the greatest [...]