Research shows that most new products fail to catch on in the marketplace and that the overwhelming majority of innovations don't generate a return on investment, write Nick Nanton and J.W. Dicks. "You can have what you think is an awesome product with the greatest potential in the world -- and still fall flat on your face," they write. However, you can avoid this sad fate by including customers in the development process, seeking feedback from unbiased third parties and making sure you have a compelling story with which to sell your product, they write.

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