Launch Failure

Why do most launches fail?

Brand are not playing follow the leader, they are really playing follow the follower. If my competitor did it, I need to do it too. 

In short, brands are choosing to be average - creating average products for average people - traveling down the middle of the road in the (mostly vain) hope that the product will appeal to the largest possible audience. Following this strategy leads to the 90+% wash-out rate for new product launches.  

Brands must say "No" to being average.

(TY: Seth Godin)