Bad products are everywhere. Products that simply aren’t useful, don’t work right, are too difficult to learn, or that take forever to sell. Little wonder, as there are so many things that have to go right in order to create a successful product. There are, however, some pitfalls that occur so frequently and are so damaging that we believe they are at the root of the vast majority of bad products.
In this paper we review each of these pitfalls and describe why it’s so easy to get confused and fall into these traps. Keep this list handy, as it can hopefully serve as a reminder of the dangers to avoid in your own product development efforts.