I’ve got a strong hunch that you're wasting $500K+ on insights that are throwing curve balls in your new product development

Here’s the usual process:


Splash out on expensive trend reports.


Run focus groups and market research.


Pay for market sizing and value pools.


Purchase sell-through data.


Come up with opportunity.


From there, they feel pretty good about where they're heading as they enter the “NPD chasm.”


It’s where the real guessing game begins. Tinkering in the dark, they probably pour another $100K+ into:



Product testing (sour grape or watermelon? tube or tub?).

Brand resonance research (this name or that? pink or blue?).

Creative territories.


They think they’ve nailed it. Confidence is high. They've got all the proof they need this will work. But then, launch day arrives—and everything unravels.

The audience? Not who they thought.
The messaging? Doesn’t click.
The product? It just doesn’t sell.

Now they’re stuck rebranding, reworking the marketing, or worse—scrapping the product altogether.

What went wrong?



They relied on insights, not actual demand, to make critical decisions. And that’s incredibly expensive to fix once you work out what the market prefers.


You see, insights are when you ask people what they want (hot tip: what people say they want isn't what they usually buy).


The real marker of success is proving demand, if people take action when it comes to your offer.


But, most only validate demand after 6-12 months in the NPD chasm and once it's in market. At this point, they’re all in, and deep!


But, this doesn’t have to be the way.