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Best of 2013: Product Development for the Poor: A crash course in human-centered design
Nearly 95 percent of new product launches fail every year. That’s 95 percent of the ideas that were considered pretty good by smart marketing executives in boardrooms who make decisions about what products to launch. These product ideas withstood hundreds of hours of focus group testing and strategic planning sessions, and they represent millions of failed investment dollars. So what’s wrong?
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