In a world of choice, you need a little luck

Oliver Lewis-Barclay, strategic partner at Hooper Galton, asks why do more new brands and products fail now than ever before.

In a World of Choice, you need a Little Luck

Oliver Lewis-Barclay

We live in a world drenched in innovation. We relentlessly question the values and lifestyles of previous generations, we invent products and pastimes to prove ourselves right, and we are doing it more and more. Why, then, do even more new brand and product launches fail now than ever before? It's simple really: we are living in world of hyperchoice. And we are spoilt.

This is hyper choice in my not particularly big local Sainsbury's super-store: 19 different types of cows' milk (unflavoured); 47 varieties of bagged salad;...

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