|How Not To Launch A New Product
We hear it all the time: “I’ve spent years working on a game-changing invention—a product that is perfectly set up to change the conversation in a category that drastically needs new thinking.”
Here’s the problem: You aren’t in the conversation yet. You’re launching a brand new product, so you’d better make waves. You’d better yell, and you’d better not be afraid to make certain people a little uncomfortable.
While manufacturing, distribution and marketing support are all important to a successful product launch, brand differentiation is the most important factor that drives success for challenger brands. Game-changing innovation means nothing if nobody is talking about it and the product never sees the light of day outside of the obscurity of the patent office.
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This article originally appeared on Forbes.com. You'll find a link to the original after the post.
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