Keith Goffin is Professor of Innovation and New Product Development at the Cranfield School of Management. At Hewlett Packard Keith worked on the development of the world’s best selling patient monitor. He’s been featured in the Financial Times and is the author of two Amazon rated books. Keith has acted as a consultant on innovation management to organisations such as Agilent Technologies, BASF, BT, HSBC, Leyland-Trucks, Rank-Xerox, Sony and Unilever.

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?