Although most manufacturers of consumer products and appliances have well-honed development processes, this doesn’t ensure new introductions will be a hit. Why have some companies discovered the magic formula and consistently launch new products that are pure gold? What are the differences between their ‘golden’ products and those that seem to be made of lead? Are they employing some kind of alchemy that turns erstwhile lead products into gold?
Whether launching a new category or extending an existing line, every company wants their latest product to be a hit. Towards that end, many companies organize development groups to consolidate input and decision making, minimizing or eliminating the participation of sales, marketing, and other groups from having a direct hand in the process. Product development is often seen as being separate from the act of selling, yet sales are the ultimate measure of its success or failure.