B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
95%
95% -- new product failure rate for new products introduced annually (2021)
Roughly 95% of the approximately 30,000 new products introduced each year fail, according to Clayton Christensen / MIT Professional Education (2021).
- roughly 95% of approximately 30,000 new products introduced each year fail
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Lighthouse Research Team
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Evidence graded
Value
95%
Unit
Percentage
Data Vintage
2021
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
MIT Professional Education / Clayton Christensen (Harvard Business School)
Primary
Tier B
https://www.insightios.com/blog/dtc-product-validation-customer-research ↗
Source Article
How to Use Customer Research to Validate a DTC Product Before Launch
According to Harvard Business School professor Clayton Christensen, roughly 95% of the approximately 30,000 new products introduced each year fail. That number has been cited and recited so many times it's almost lost its sting. But what it actually means, at the DTC scale, is more specific: most fo…
Original Research
MIT Professional Education / Clayton Christensen (Harvard Business School)
· Original study ↗
Methodology
Attributed to Clayton Christensen, Harvard Business School; cited by MIT Professional Education
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
new products introduced annually: 95% new product failure rate. Source: MIT Professional Education / Clayton Christensen (Harvard Business School) (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/new-product-failure-rate-95
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<blockquote cite="https://lighthousedata.io/data/new-product-failure-rate-95" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- new product failure rate for new products introduced annually<br><small>Source: MIT Professional Education / Clayton Christensen (Harvard Business School) (2021) · <a href="https://lighthousedata.io/data/new-product-failure-rate-95" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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