I’d like to say that I was doing crucial research for a client, but I was actually doing research for an acquaintance on the benefits of light beer (some people will look for any way they can to indulge while trying to lose weight…), when I happened upon this excellent piece by Harvey Briggs of the ad agency, Lindsay, Stone & Briggs, called The Seven Sins of New Product Development. 

I’m not a product designer, but having worked with them, I’ve come to appreciate the challenges they face by being required to please all stakeholders without sacrificing a product’s integrity.  Often, they’re in a position where they feel their hands are tied.  In a perfect world, all product design stakeholders would take to heart advice such as what Briggs offers. 

Like the biblical seven deadly sins – the traditional “mortal sins,” or deal-breakers,” so to speak – these seven sins of new product design can cause a new product to fall into eternal damnation:

Pride – Not knowing your brand and its limitations

Envy – Copycat innovation

Anger – Blaming others for stupid mistakes

Sloth – The line extension trap

Greed – Biting off more than you can chew

Gluttony – Too many people feeding at the trough of new products

Lust – Not knowing when to stop

Learn how products can be delivered from these downfalls by reading the entire piece.   

Whether you’re a product designer, a marketer, or a consumer, you’ll appreciate Briggs’ Seven Sins of New Product Development.

Incidentally, how does the topic of light beer tie in with all of this?  Read the piece and find out!