The Law of Market Failure

To celebrate and promote my keynote talk on pretotyping at the upcoming Jama Software Product Delivery Summit in Menlo Park, CA, I am contributing a series of 4 articles to the Jama Software Blog.

The first entry addresses my take on The Law of Market Failure:

The Law of Market Failure:

Most new products will fail in the market,

even if they are competently executed.

Here's the introduction:

If you’ve been involved in developing and launching new products for a while, you have probably experienced a few flops along the way. Welcome to the club! But how common is failure for new products? There is a lot of anecdotal evidence, but what about actual numbers to backup and quantify our experiences? During my tenure at Google I’ve participated in many product discussions and I now have two of the company’s guiding principles embossed in my brain: 1) Data beats opinions, and 2) Say it with numbers. Fortunately, when it comes to new product failure there is plenty of data available ...

And here's a sample of the data:

OUCH!

You can read the article in full (and see the scary statistics on new product failure) on Jama's blog ... feel free comment on it.

And, while you are at it, consider attending the Jama Product Delivery Summit in person to see me in action. Here is the link for information about and invitations to the summit: https://productdeliverysummit.com/

'till next week!

Alberto