The innovator’s challenge
Pip Coburn quotes Clayton Christensen’s statistics when pointing out that 60% of all new product development efforts are scuttled before they even reach the market. As far as the remaining 40%, a considerable amount of new products fail to deliver a sustainable business case and are discontinued. Therefore, 3/4 of the money spent in product development would appear to be wasted in products with no chance to succeed. Pip’s own guess for the high-tech industry is around 90%+ of new product failure.
