So many ways to fail. Do you have a favorite?

In the front end of innovation, though, there are just two ways to fail. An error omission is failing to uncover an unarticulated customer need. An error of commission is choosing the wrong customer need to work on. Funny thing about errors of omission: No one knows you erred… until a competitor launches a blockbuster product.

More in white paper, Guessing at Customer Needs (page 5).

“Here today, gone tomorrow.” This is the innovation failure mode that is seldom recognized.

Picture this: You develop a great new product, price it well, and profits begin flowing. This does not go unobserved by competitors who introduce a knock-off, causing prices to drop. Everyone noticed the initial success, but few noticed the failure: Aggressive patent homework might have kept those profits flowing for years. Depressing… if you noticed.

More in New Product Blueprinting article, Are You Maximizing Your Profits?