Three principles for successful new product launches

Most new product (NPD) launches fail, but three key principles can help ensure a new innovation connects with consumers.

We live in an era where novelty is king. People have an insatiable appetite for newness and that’s why product launches are a crucial part of most business growth strategies – more now than at any point since I’ve been in this industry.

Consumer demand for newness doesn’t guarantee success though. Of the 30,000 products that launch annually, most sink without trace and just a tiny few are smash hits.

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