Dr. Chris van der Hoven received his Phd from Cambridge University for research on strategic technology management. He is a lecturer in Innovation and is a member of the Centre for Innovative Products and Services. Chris has worked on major high profile projects for Shell, Seagram and Argos.

Why do Most Products Fail? 3 Techniques to Leverage Hidden Needs

Many managers want their organizations to develop breakthrough products and ask their R&D departments to come up with the equivalent of the iPod or iPhone. Unfortunately, the reality is that product failure is more common than success. So what are the reasons for product failure and what steps can companies take to avoid it?