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New businesses are always in a rush to get new products to market.
When a company doesn't take the time to do it right in the first place, it somehow always has to find the time to correct it later, often at great cost in unnecessary spending, lost time, lost sales, and lost market share. The fastest way to go out of business is to introduce a great idea, but to never completely deliver the features or benefits that were promised. People who initially buy and then reject a new product are almost impossible to interest in trying the same improved brand again. Small companies who use the real marketplace to develop and refine a new product may never realize the sales potential of the product without a conscious plan for success. It is estimated that over 40 percent of new packaged consumer products fail.