The power of innovation
Would you have thought? Almost 70% of all new products and services launched on the world market flop! But where does this poor rate come from? Companies, especially in Germany, put immense effort into research and development – so why do their efforts fail so often? Leif Steinbrinker explains why even the best innovation can be robbed of success by incorrect positioning.
“Beware of new!” warns Leif Steinbrinker, Managing Partner of 2HMforum., when positioning an innovation. Those who only emphasize the novelty of the product will not convince the customers. Instead, the specific benefit of the product must be precisely identified and prominently promoted. For more than 20 years, Leif Steinbrinker has accompanied well-known companies from various industries in the development and market placement of their innovations. During this time, he has identified six important points on the road to success:
Leif Steinbrinker explains on YouTube, how these six points can help an innovation succeed, why the right positioning is the secret to success, and how to find out which benefits appeal most to your target group (in German):