Product Failure:More a Matter of Feelings than Features

The author argues that the reason so many new products fail is less to do with features and more to do with how consumers perceive them.

Product Failure: More a Matter of Feelings than Features

How consumers’ true feelings determine the success or failure of products

Stan Gross Stan Gross Associates

Every once in a while, a company comes out with a product that is either the first of its kind – it has no competitors – or it is so superior to its existing competitors that the marketer’s sole job is to convince consumers to give it one try, confident that a majority of them will return again and again.

In the ‘first of its kind’ category, one recent example that comes to mind...

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