May 23, 2022

Shouldn't New Items Marinate A Bit Before Becoming Winning Items?

But Shouldn't New Items Marinate A Bit Before Becoming Winners?

Yeah, sure, that's the question I get and if you can develop new items to become winners in two years, then you've done something right.

So let's look at this brand and how many of the items introduced two years ago became winners within two years:

  • Introduced 4 Years Ago = 34 Winners within two years.
  • Introduced 3 Years Ago = 33 Winners within two years.
  • Introduced 2 Years Ago = 14 Winners within two years.
So yeah, sure, good question, but this company failed again on this metric.

Developing New Items is just like Developing New Customers.

We're just not good at either craft, and now that the easy profit of the COVID-bump is long-gone, we're gonna have to get back to fundamentals, aren't we?

I know, you don't want to hear that. You want a magical marketing channel to come along and make life easy.

We're gonna have to get back to fundamentals.

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