The consequences of not conducting a freedom to operate analysis can be significant. If a product or service infringes on an existing patent or other intellectual property right, the owner of that right may be able to seek damages or an injunction to prevent the product or service from being sold or used in the market. This could result in significant legal costs, lost revenue, and damage to the company's reputation. Conducting an freedom to operate analysis can help to identify potential infringement risks and enable companies to take steps to mitigate those risks before launching a product or service.