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Trilogy Tidings
January 2012
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in this issue
9 Mistakes That Will Kill Your New-Product Launch
Segway: A Case Study in Failure
Don't you love that business jargon?
Resources from our Archives
What does Trilogy do?

  

     We're involved in supporting a client in launching their new product in Europe later this year - marketing strategy, positioning, messaging, etc. That brings to mind some "rules to die by", which I'm pleased to share with you.

 

     By the way, Happy New Year! Let's hope world events remain sufficiently calm for us all to succeed and prosper.

 

 

Regards,
Joe

 

   Change Ahead

 

9 Mistakes That Will Kill Your New-Product Launch 
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LaunchIn almost 23 years in the management consulting biz, and more in industry before that, I've seen a lot of failure. (I suppose I've actually caused some of that failure, but you're not supposed to admit that.) Since a large fraction of what I do relates to new products, launch time is when I see much of that failure - or at least less-than-stellar success - occur. There are some great lessons to be learned from launch failures and disappointments.

 

     Many of the lessons I've learned are summarized in my whitepaper: 9 Mistakes That Will Kill Your New-Product Launch. Check it out. Can you offer more ways to fail?

 

     Failure can be educational, but it sure hurts.

Segway: A Case Study in Failure 
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SegwayDo you recall the hype and mystery associated with the then-unnamed Segway scooter about ten years ago? It really got everyone curious and excited. Even when the wraps came off, it was quite intriguing. Then we all came to realize what it was good for and, more importantly, what it was not good for. (Think everyone on a Segway on midtown Manhattan sidewalks!).

 

     With apologies to Dean Kamen, Segway was a failure in two ways: product concept and launch strategy. There's a nice piece that describes both. Check it out.

Don't you love that business jargon? 
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JargonReally, don't you want to just shake someone by the shoulders when they over-use jargon? (By the way, you cannot under-use jargon.) The situation has not improved over the years, and I'm sure jargon will not disappear - it will simply evolve. But it really is frustrating, especially when the jargon-issuer is just trying to sound important while not really saying anything.

 

     There's a classic Forbes article on the subject of business jargon. I recommend it to lighten your day. But don't expect anyone to change their behavior and "take it to the next level".

Resources from our Archives 
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     Check out our Reading Room to view my published articles, presentations and white papers on a variety of topics.

 

     And, you can examine an archive of my prior newsletters (since February 2007).

 

What does Trilogy do? 
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     Trilogy Associates facilitates business growth and renewal through commercialization of new products, providing the following services:
  • Opportunity assessment
  • Business planning and enterprise growth strategies
  • New-product conceptualization, commercialization and marketing
  • Market research and competitive assessment
  • Business development and partnering
  • Market and technological due diligence
  • Assessment of the therapeutic and diagnostic potential of novel technologies
  • Design of efficient and effective development strategies for early-stage biomedical products
  • Business and technical writing/publishing

     Inquiries to establish whether and how we might support your business initiatives are always welcome.  Contact us.  And check out our partner, Innovalyst, A Catalyst for Innovation.

Contact Information
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ContactInfoJoseph J. Kalinowski, Principal
919.533.6285
LinkedIn Profile: www.linkedin.com/in/trilogy
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