Time to read: 3 min

Before coming to Fictiv, I supported the Product Marketing function at a software company for several years. Some years after that I found myself managing the hardware product development arm of Jabil, in addition to my day job as CMO of Jabil.  

Whether it’s hardware or software, launching a new product is one of the most thrilling experiences in business. It’s a journey packed with promise, energy, and the hope of breakthrough success. Think of products like Apple’s AirPods, which captured 60% of the market at lightning speed, or the Intuitive Surgical Davinci robot. Now on its 5th iteration, the Davinci robot is driving better user and patient experience than ever and disrupting medtech.  These stories inspire countless innovators across all sectors and segments to push boundaries with speed and creativity.

And for good reason. Product innovation is crucial for staying competitive in today’s fast-paced market. Yet, it can be challenging. Harvard Business School’s late professor Clayton Christensen noted that of the 30,000 new products launched each year, 95% fail.

So how can you ensure your product has the best chance? Having worked on several software and hardware products, I’ve identified five key challenges that, with a little attention and teamwork, are entirely avoidable.

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Challenge #1: Moving to Manufacturing Before You’re Truly Ready

One common pitfall is rushing into manufacturing without fully aligning on the process. Too often, teams focus on the race to market, and critical steps get bypassed. Effective communication across marketing, design, engineering, tool making, and manufacturing is essential. When these teams align on each step, the process flows seamlessly, reducing errors and costs down the line.  This is especially important with the supply chain team.  Giving them visibility late in the game is often fatal.  Supply chain managers should be brought in early to understand your manufacturing requirements, materials, and profitability goals, in order to help you establish a supply chain early versus later. 

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Challenge #2: Misunderstanding Your Manufacturer’s Capabilities

A strong relationship with your manufacturer is vital. Understanding exactly what they can deliver and where they deliver it from helps prevent costly misunderstandings, unforeseen tariffs and bigger landed costs and delays overall. Early in my career, I realized the importance of knowing each manufacturer’s limitations and adapting designs to fit them. Doing this reduces rework and keeps your timeline on track. The gap between capabilities has narrowed globally in recent years, but it’s still essential to work closely with manufacturers to ensure success.

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Challenge #3: Lack of Alignment on the Product’s Vision and Goals

Every successful product starts with a clear vision that everyone on the team understands and supports. Misalignment, even on small details, can lead to costly adjustments later. Having honest conversations and checkpoints along the way regarding feature sets, target markets, and overall market you are serving keeps everyone on the same page, ensuring the final product meets the original vision without last-minute changes that disrupt timelines.

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Challenge #4: Product Development by Committee Without Strong Leadership

While collaboration is essential, strong leadership keeps development focused. Companies with successful product launches often have a dedicated leader who bridges the knowledge gap across teams, ensuring alignment and minimizing miscommunication. This helps prevent delays and ensures the product is on track to meet all requirements.

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Challenge #5: Overspending on Travel and Coordination Costs

As you move through the product life cycle, international coordination, communication cadences and travel is essential if you have a globally dispersed supply chain, but costly trips can strain budgets. And calls at 4:00 am in the morning with Asia suppliers can really hurt your team’s physical health and well-being.  Many companies send large teams overseas multiple times for a single product. By establishing clear protocols and using digital manufacturing partners that act as an extension of them, teams can often send fewer people without sacrificing quality. This not only saves money but also keeps the project moving smoothly with skilled support on the ground, where it counts.

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Obstacles are part of the journey, but these five are avoidable with thoughtful planning and the right digital manufacturing partnerships. Following these steps can increase your chances of a successful product launch and ensure a positive return on investment. Embrace these insights, and watch your product reach new heights!

I will be back with more insights and best practices on taking your innovation from CAD to Commercialization in future segments.  

Joanne