The launch of a new product is always an exciting time for companies, yet it can be wrought with challenges that are difficult to overcome. The steps needed to complete can be extensive, depending upon the industry. Most new launches have considerable time and money invested in them, putting even more pressure on a company to succeed.

When these products are based on digital technology, the opportunity is extensive, as long as the product is designed with integration and the user in mind. For instance, the newest app may solve a problem that all other apps overlook, making life much easier for the user. If that app doesn’t integrate well with standard technologies used by the typical consumer, however, it won’t take off in the market.

Likewise, the device that promises to revolutionize the industry will fall flat if the developers ignored user behaviors. Consumer trends are important to watch and understand and the profile of the target customer has to be defined. Without taking these steps, the best new thing to hit the market won’t appeal to anyone as it’s missing a key user preference or introduces too many steps into the launch process or any number of other annoyances.

Companies often have experienced engineering teams on staff to develop the perfect app, software solution, device, etc. The problem, however, is that internal teams can often be too internally focused. In other words, they can’t understand why anyone wouldn’t see the offering as they do – the next best thing to hit the market. This kind of one-sided thinking puts the company in trouble in that it’s easy to overlook any weaknesses that may exist.

When this happens, the company increases the risk that the product may not be accepted by the target market. They may quickly learn this reality, pull back, make adjustments and launch again. But in the process, they have wasted time and money, and possible lost any momentum they may have built with the initial launch. Introducing the product the second time around is much more difficult and much more expensive.

Wouldn’t it be better to do it right the first time?