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Distribution Is Not An Afterthought - It's Part Of The Product Launch Strategy And About Whether Brands Grow

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The Uncomfortable Truth: A Great Product Is Not Enough

There is a widely held belief in product development: if you carefully craft a product – optimise its features, sharpen its proposition, fine-tune pricing and packaging – you are setting yourself up for success. And to a certain extent, that’s true.


Robust product development processes –rooted in consumer insights, concept testing, iterative design optimisation, etc. – are indeed a necessary condition for success. They maximise the likelihood that consumers would buy the product.

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