Introduction
Most new products that are launched fail. Those that are successful, often build their market share over many years. We will tell the true story of a new product that became the market leader with 18% market share in just one year, because the strategy was underpinned by hidden and differentiating insights. However, for a product to have had accelerated growth in a launch situation, many things had to work together. Our story highlights three specific things:
- Having a clear vision of what insight, in the end, is meant to deliver;
- Using the combinatorial power of multiple techniques -...