Overcoming the Innovation Killers: How to innovate products that thrill customers and break through the chaotic marketplace. (Paperback)

A huge number of products come to store shelves every year. But many experts estimate 90% of them fail and leave the shelves just as quickly. Why the unpredictability? Why the failures? We believe it's the absence of clarity and clarity comes when all participants are willing to be vulnerably honest about their needs. The Consumer Clarity Approach is specifically designed to create the clarity required to create great ideas, that meet the consumer's real needs and can break through the chaos in the marketplace.