The 5 Mortal Sins of New Product Development

The 5 Mortal Sins of New Product Development
Category: Interviews
Published: March 1, 2020
Updated: January 15, 2021
Views: 246765
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Sometimes an innovator or new company has an idea for a product that seems to have blockbuster potential -- only to fizzle and flop.  Why does this happen? In this interview with EIX's Kim Eddleston, Northeastern University Professor Stephen L. Golden discusses five mistakes that innovators and companies make that can doom a new product: not fixing a genuine need, solving a low-value problem, adding too many features, forgetting to validate the prototype with potential customers and "falling in love with the baby."

Kimberly Eddleston
Kimberly Eddleston
Schulze Distinguished Professor of Entrepreneurship / D'Amore-McKim School of Business / Northeastern University
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Cite this Article
DOI: 10.32617/473-5e5bb89711918
Eddleston, Kimberly. "The 5 Mortal Sins of New Product Development." 1 Mar. 2020. Web 21 Jun. 2024 <>.
Eddleston, K. (2020, March 1). The 5 mortal sins of new product development. Retrieved June 21, 2024, from