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Product innovation is the lifeblood of many businesses. In fast-moving markets, new products can contribute over 50% of annual sales, though in technology sectors, this figure can be much higher. Yet, despite the critical importance of innovation, many products fail. Why? More importantly, what can you do to ensure success? Here are seven enemies of product innovation—identify and eliminate them to stay ahead.
1. Failure to Identify or Meet a Consumer Need
Research suggests that 75% of product failures occur because they do not address a real consumer need (1). This is particularly common in technology markets, where new features are often introduced without clear evidence of demand.
Even the now-iconic Sony Walkman initially struggled. Consumers asked, “Why do I need a portable tape player when I have one at home?” Only when Sony repositioned the product as a way to enhance mood and lifestyle did it take off.
To succeed, products must:
- Solve a real problem or create a new desire.
- Differentiate from competitors.
- Convert consumer needs into wants through branding and positioning.
2. Cultural Myopia – “We’ve Always Done It This Way”
Success can lead to complacency. Companies that resist change often fall victim to disruption—just ask Borders (overtaken by Amazon) or Kodak (slow to adopt digital photography).
To combat this:
- Encourage independent innovation teams.
- Involve external consultants for fresh perspectives.
- Foster a culture that rewards experimentation and calculated risk-taking.
3. Lack of Creativity in Product Innovation
Creativity fuels innovation, yet many businesses mistakenly believe only a select few can be creative. In reality, creativity is a skill that can be nurtured.
Try these strategies:
- Reframing – Look at challenges from a different angle.
- Breaking industry rules – Challenge conventional wisdom.
- Cross-industry learning – Draw inspiration from other sectors (e.g., how Formula 1 pit stops influenced hospital efficiency).
- Consumer co-creation – Involve customers early to spark new ideas.
4. Lack of Time, Determination, or Due Process
Product innovation is not a one-time event—it’s a process requiring patience and persistence. The famous Post-it Notes took 12 years from discovery to commercial success. Without 3M scientist Spence Silver’s unwavering belief in his “weak glue” and Art Fry’s application idea, the product may never have made it.
Best practices for sustaining innovation:
- Allocate dedicated time for brainstorming and iteration.
- Follow a structured innovation pipeline to test and refine ideas.
- Maintain a portfolio approach, knowing that product innovation is partly a numbers game, and not all ideas will succeed (2).
- Use agile methodologies to prototype, test, and iterate quickly.
5. Lack of Teamwork
While lone inventors often get credit for breakthroughs, most successful innovations are the result of teamwork. Collaboration ensures diverse thinking and strengthens execution.
Examples of teamwork-driven innovation:
- Apple’s iPhone – A result of seamless collaboration across hardware, software, and design teams.
- Pixar’s success – A creative culture where ideas are shaped by collective input.
- Virgin Atlantic’s launch – A result of Richard Branson’s ability to unite aviation experts, customer service leaders, and brand visionaries.
So encourage cross-functional collaboration to improve problem-solving and execution speed.
6. Lack of Brand Understanding or Vision
Great brands don’t just sell products; they create emotional connections. Understanding your brand’s strengths can unlock new opportunities.
Brand extension or innovation successes:
- Caterpillar – Originally known for construction vehicles, it leveraged its rugged identity to extend its brand into footwear, clothing, and toys.
- Sony – In the 1950s, the company set a vision to “change perceptions of Japanese goods worldwide.” Today, Sony is synonymous with innovation and quality.
- Mr. Clean (Flash in the UK, Monsieur Propre in France) – Initially a household cleaner, the brand extended into car washing.
A clear brand vision ensures innovations align with consumer expectations and business goals.
7. Lack of Customer Involvement
Ignoring customer input can be a fatal mistake. While some creative industries fear that consumer research “dumbs down” ideas, the truth is that consumers can enhance innovation when engaged correctly.
Ways to involve customers:
- Crowdsourcing – LEGO allows fans to submit designs, turning top-voted ideas into real products.
- Beta testing – Tech companies like Google and Apple rely on user feedback before launching updates.
- Community-driven innovation – Brands like Starbucks use platforms like “My Starbucks Idea” to gather and implement customer suggestions.
Engaged consumers don’t just provide feedback—they help create the next big thing.
Marketing Inspiration for Product Innovation
To drive successful product innovation, keep these principles in mind:
- Establish a flexible innovation process – Adapt it based on challenges and market conditions.
- Generate lots of ideas and let them evolve – Nurture concepts before dismissing them.
- Consult diverse stakeholders – No single person has a monopoly on great ideas.
- Use creativity techniques – Encourage lateral thinking to spark new possibilities.
- Engage customers early – They can contribute to both idea generation and validation.
By slaying these seven enemies of product innovation, you can dramatically increase your chances of success.
For more insights on The Marketing Directors’ approach to creative market research, product innovation and brand strategy, get in touch.
References
(1) Cooper, Robert G. Winning at New Products, 1993
(2) Product Development and Management Association (PDMA), www.pdma.org, 1991. The PDMA found that ten serious ideas or concepts are needed to bring one product to market successfully.
