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Avoiding NPI pitfalls: Plan for the total customer experience

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A recent post in the Harvard Business Review (HBR) blogs tells the story of a product launch gone wrong:

“The market failure of the Michelin run-flat PAX tire illustrates the common mistake of failing to realize that even a groundbreaking product has to create a complete consumption chain. Broken links in the chain mean a broken customer experience, which can lead to new-product-launch heartbreak.”

The story is a reminder that solving an unsolved problem isn’t enough. You have to solve the right problem (i.e. one compelling enough to create behavioral change) – AND you have to make sure you don’t create new unsolved problems along the way.

The HBR post is a quick, interesting read. Check it out.

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