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The fallacy of research-plan-launch.

Publication: Making it Work
Publication Date: 01-MAY-01 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
H. Norman Schwarzkopf, the hero of desert storm, beat a large, well equipped army that had the advantage of defending its home turf. Saddam Hussein directed a carefully planned operation from a central command post. Schwarzkopf, by contrast, set the broad strategy but gave ample leeway to the unit commanders on the ground. In a contest between planning and agility, agility won hands down.

When launching new products, marketers frequently make the mistake of researching and planning for a risk-free product introduction. Many companies penalize individuals and teams that are associated with new product failures, so it is understandable that people want to avoid making a mistake. While it sounds reasonable to do lots of research and eliminate the risk of a wrong...

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