Thanks!

When testing a new product or proposition, early feedback can often look encouraging. People respond positively, they can see where it might fit, and there’s a general sense that the idea has potential. It’s an important sign, but it’s also one that can be easily...

When a new product struggles to gain traction, the assumption is often that something is wrong with the idea itself. Yet in reality, that’s rarely the case. More commonly, the product itself is strong and the opportunity is there, but somewhere between concept and...

It’s a common starting point for many brands: the belief that their product or service needs to have broad appeal. And on the surface, it seems like a logical approach; a bigger audience should mean more opportunity. However, in practice, we often see the opposite....