Why Even Innovation Powerhouses Struggle to Launch Breakthrough Products (and How to Fix It)

In recent years, product launches have slowed. Even companies with innovation in their DNA have struggled to launch breakthrough products. 3M, known for launching 1000 products a year, introduced maybe 150 in 2024.

Last year, we saw a lot of iterative products--minor improvements to existing product lines, product innovation without adequate competitive and customer intel, and product launches that were less 'launch' and more 'trickle'. 

Aging product lines, budget cuts to R&D, and reorganizations have all added up to a drop in new product launches and new revenue streams. These challenges aren't insurmountable--we'll explore common roadblocks and offer solutions for increasing product launch success.

The Symptoms of a Struggling Product Launch Process

A number of business factors have contributed to lagging product launches. Here are the top 5 reasons product launches fail, and how to improve your odds of success:

• Lack of Project Management: Without a dedicated project management function, product development can easily veer off track. Missed deadlines, budget overruns, and a general lack of focus become the norm, hindering progress and impacting the bottom line.
• Siloed Teams: Departmental silos create communication bottlenecks and stifle collaboration. When teams operate in isolation, crucial information gets lost, slowing down product launches and significantly diminishing their overall impact. Innovation thrives on cross-functional collaboration, and silos actively work against it.
• Weak Voice of the Customer (VOC): Understanding customer needs and desires is paramount for successful product development. Ignoring the VOC leads to investments in products the market doesn't want, resulting in wasted resources and missed opportunities.
• UX as an Afterthought: User experience (UX) is not just a cosmetic feature; it's a critical driver of sales and customer satisfaction. Treating UX as an afterthought – the tail of the dog – can doom even the most innovative products. A poor user experience can lead to customer frustration, negative reviews, and ultimately, product failure.
• Unpredictable Timelines & Late Marketing/Sales Engagement: Unpredictable timelines create chaos and make it difficult to effectively plan and execute a product launch. Bringing marketing and sales in late in the process forces them to scramble, often resulting in rushed campaigns, missed market opportunities, and ultimately, a less impactful launch.

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Solutions for Increasing Product Launch Success:

Despite product launch challenges, they can be overcome.  Here are some key strategies for improving your product launch success rate:

• Invest in robust project management methodologies and tools to keep development on track. A dedicated project manager can help define clear goals, manage timelines and budgets, and ensure effective communication across teams.  
• Foster a culture of collaboration by breaking down departmental silos. Encourage cross-functional teams, establish shared goals, and implement regular communication channels. Early input, clear roles and milestones will help build early buy-in and commitment. Bring sales and marketing in early to ensure an impactful launch. 
• Invest in early and regular customer discovery. Actively solicit and incorporate customer feedback throughout the product development lifecycle. Utilize surveys, focus groups, user testing, and other methods to gain a deep understanding of customer needs and preferences.
• Integrate UX design from the very beginning of the product development process and prioritize it throughout. Use your customer discovery to understand the user needs and work process, and make sure your software and reporting is in line with expectations. While companies tend to focus on the hardware, executives and users will primarily experience your product through its interface and data reports. 
• Finally, consider embracing Agile methodologies. Sprints can improve flexibility, speed, and customer focus in product development. By breaking down projects into quick, manageable sprints, teams can adapt quickly to changing requirements and customer feedback.

2025 Product Launch Outlook

Slow product development in 2023 and 2024 means a pent-up pipeline of new product launches in the year ahead. Companies can expect: 

• AI Everything. B2B tech, whether life science instrumentation, medical device, agtech, or capital equipment, will work to incorporate an element of AI to woo both investment and customer interest. 
• IIoT. Digital transformation is still a big driver for upgrades to technology, so consider how your products integrate into their workflow and digital infrastructure. 
• Changing communication channels. 2025 has started with rapid shifts in social media channels and a flood of news that could create competing noise for your announcements. Rethink which communication channels will best reach your stakeholders. Bluesky is growing fast in research and academic circles, LinkedIn continues to perform, and Meta platforms should be on your watch list.  Whichever channels you prioritize, make sure you have a cohesive plan that includes email, social, PR/editorial, and live events. 
• Shifting product management and product marketing roles. With focus on net profitability of new products, product managers will quarterback engineering, sales and marketing, with hands-on involvement from prototype through launch. 
• Targeting and segmentation for the win. The truth is, not everyone cares about your new product. You have the data and tools to reach the right people with the right message. A strong marketing strategy and product launch plan is tightly targeted to your ideal buyer.

Launching successful products requires more than just a good idea. It demands a structured, customer-centric approach that addresses the root causes of product launch failures. By implementing robust project management, breaking down silos, prioritizing the voice of the customer, integrating UX from the start, establishing clear timelines, and embracing agile methodologies, you can significantly increase your chances of bringing winning products to market.

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