It is widely known that a majority-up to 80%-of new products fail. The reasons are manifold. Perhaps the new product couldn't oust a longtime customer favorite. Maybe the new product was aesthetically wonderful but was also so hard to use that everyone gave up. Or maybe, despite being a superior product, the marketing and go-to-market (GTM) failed to compel. Despite the best-laid plans and substantial investments of time and resources, failure to (successfully) launch happens all the time.