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Fully 80 percent of new products and services fail within twelve months. The primary reason for this is that companies develop a product that solves a problem that customers do not have.
It is like the story of the dog food company that invested many millions of dollars developing the perfect dog food, nutritionally balanced in every way. But the product failed in the marketplace. When the product develops were that the dogs hated it.
Whatever definition of the problem that you settle on is going to determine the direction of the solution. If your problem definition is incorrect, your solution, however brilliant, would not work.
