#product launch

Product planning spans from idea conception to market launch. Jonathan Cagan of Carnegie Mellon identifies four critical gates in the process, with Stage 2 research and refinement as the make-or-break phase. The core stages are product conception, market research, controlled introduction, lifecycle management, and agile planning across vision, strategy, and tactics.

Roughly 70 percent of new product launches fail in the first year, often because teams skip market research and ignore customer feedback. Five strategies for launching a new product successfully draw on lessons from Steve Jobs at Apple.