Noted marketing guru Sergio Zyman thinks that when it comes to launching new products, too many marketers are confusing innovation with mere renovation. For example, he cites products such as the
iPod, GPS navigational systems for cars, and teeth whiteners as truly innovative products. But most new product launches don't even approach that level of invention. "For every innovation success I
can count 10 disasters," Zyman writes in this article. "The reason I call them disasters is because they didn't innovate anything! They either extended an existing line (and stole base-brand share in
the process), or were third or fourth to the market (thereby legitimizing a new category and validating the market share leader's position), or got into an industry they had no market equity to
leverage, or just added a new color or shape to spike sales during the holiday shopping season. These mistakes represent the preponderance of all the innovations that occur--and no one remembers them
except the disappointed stockholders."
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