Yes, failures are incredibly costly, but the tips will help make sure you avoid them.
1. If you're coming late to the party, you'd better bring something good.
When makers arrive late to the game in saturated markets, they'd better bring a game-changer with them.
2. Mind your aesthetic.
Supermodels aren't valued for their insides. To customers, the way technology looks is just as important as how it works. Spend just as much time on the outside as you do on the inside.
3. Know your brand.
Once a brand is identified in a customer's mind, it's hard to re-associate it with producing something different than its primary product. Don't branch out into unfamiliar territory unless the market asks you to.
4. Listen to what customers want.
Make sure your product enhances lives.
