Products often fail because of poor implementation. Leaders attack obstacles and barriers at all levels.

Leading firms are forming entrepreneurial teams to promote innovation, and locating them on the "edges" of their organizations, closest to the customer.

Teams need room to run; to experiment and even fail. Management controls through vision, culture, and regular updates.

Innovation depends on creativity, but we are mostly critical thinkers. Leaders close this gap through training and culture.

The best planning tool for entrepreneurial teams is a business model. It welcomes iteration and eliminates distractions.

Observe customers in real life. Look for big problems: "Pain points." Experts use a technique known as Customer Immersion.

Innovation benefits from diversity. Ask partners throughout the supply chain to bring ideas.

Value propositions have to stand out. Put into a Strategic Positioning Statement:
+ Target Audience
+ USP
+ Reason Why
+ Brand Character.

Humans communicate through stories. The more compelling, the more likely they'll get passed to others, activating social networks.

A process is a systematic method of putting organizations to work. Unlike simple planning, it provides measurable feedback – necessary for continuous improvement.

The DNA of Product Success

Product failure rates are very high, and getting higher, costing organizations hundreds of billions of dollars. At the same time, there are proven principles—established over the last 60 years through industry research and field application—that can greatly improve your odds of being successful. The problem is, few developers (and even marketers) know what they are. (Roll over icons for more detail.)

Team Success Skills Explained

Great companies know their customers so well they anticipate their needs. Based on 60 years of industry research and interviews with new product leaders – these are the principles that work.