Translation from the original article written in italian by Fabio Panzavolta on www.collectivegenius.it
Introduction
In the competitive world of product development, success is never guaranteed. In this article, we will explore five striking examples of failed products, analyzing what went wrong and how proper validation could have prevented these costly mistakes. We will also discover how the Professional Product Discovery & Validation (PPDV) course can provide the tools needed to avoid such failures.
1. Amazon Fire Phone: a $120 million flop
In 2014, Amazon launched the Fire Phone, an ambitious attempt to enter the smartphone market. Despite Amazon's resources and reputation, the product turned out to be a resounding failure, costing the company about $120 million.
What went wrong? The phone was overloaded with features that users did not want and failed to compete with the already established iPhone and Android devices.
Validation lesson: a broad empirical, iterative and incremental approach, involving market research and testing with users could have revealed a lack of demand for the Fire Phone's unique features.
Read the Fire Phone story here.
2. Google glass: when innovation exceeds utility
Launched in 2013, Google Glass seemed like a revolutionary product. However, privacy issues, high cost, and lack of a clear use case led to its failure in the consumer market.
What went wrong? Google had not adequately validated the social acceptance and perceived usefulness of the product.
Validation lesson: it is critical to test not only the technical feasibility, but also the social acceptance and perceived usefulness of innovative products.
Read the story of Google Glass here.
3. Juicero: the 120 million fruit juicer that no one wanted
Juicero raised $120 million to create an Internet-connected fruit juicer. The $400 product proved redundant when it was discovered that the juice sachets could be squeezed by hand 🤣.
What went wrong? An inadequate assessment of consumers' perceived value and willingness to pay.
Validation lesson: it is crucial to properly assess the perceived value of the product and the willingness to pay of the target market.
4. Quibi: when timing is everything
Quibi, a streaming platform for short content, closed after only six months despite a $1.75 billion investment. Launched during the pandemic, it failed to capture public interest.
What went wrong? The launch timing and business model were not optimal for market conditions.
Validation lesson: it is essential to carefully assess market timing and be prepared to quickly adapt the product based on user feedback.
5. Boo.com: the e-commerce giant that burned 135 million in 18 months
Boo.com, an online fashion retailer, went bankrupt in 2000 after burning through $135 million in 18 months. The site was too advanced for the internet infrastructure of the time.
What went wrong? The technology was not yet ready to support the product vision.
Validation lesson: It is important to assess not only the product vision, but also the technological maturity and infrastructure needed to support it.
Conclusion
These examples of failed products clearly demonstrate the critical importance of product validation. Regardless of the size or reputation of the company, neglecting this step can lead to costly mistakes. The Professional Product Discovery & Validation (PPDV) course provides the tools and techniques needed to avoid these failures, teaching how to effectively validate product ideas before investing heavily in development.
Don't let your product become the next example of failure. Enroll in the PPDV course today and learn validation techniques that can guide you toward product success and prevent costly development errors
