"We're launching a new product/feature, but we're not sure who our target audience really is or what they actually want"

Let’s face it: launching a product or feature without a clear idea of who it’s for or what they actually want is a gamble at best—and a catastrophe waiting to happen at worst. If you’re in leadership, innovation, product development, UX, or CX, this thought has probably kept you up at night. And honestly, it should.

We’ve all heard the stats: product launch failure rates are through the roof. Despite the fancy frameworks, workshops, and innovation buzzwords, many launches flop spectacularly. Why? Because too often, we’re putting the cart before the horse.