The biggest reason for product failure tends to be lack of customer and market-centricity.  Said differently, companies often excel at building technically competent products and services but fail to do so in the context of what the market actually values.  We see this time-and-again, including in instances where we are called on to diagnose and course-correct failed new product and service introductions.  While such course-correction is often possible, it is a far more complex and challenging solution than integrating rigorous product and market testing into the development cycle...