Everyone thinks the greatest risk of innovating are either coming up with a great idea, solving technical challenges, or overcoming the challenges of manufacturing. Not to discount them, these issues are tough to overcome the first few times. Of course, through experience companies can become expert at them because in each of these three stages the teams are working with other professionals with explicitly aligned goals.
Hubris is the greatest risk to new product development. It’s not just about assuming that you got it right before you launch, it’s a risk to assume that you have, at any time. asdf
It’s when a company starts selling something new that things get really interesting. It’s when their creation is going to be judged by the most demanding and skeptical audience, the market.
Many companies are structured to end their consumer research when the product design is locked. But two
Thinking that you got it all correctly during product development is huburis