evidence: Ask anyone what percent of new products fail. The usual answer is somewhere between 70-90 percent. With those odds why would anyone try? [...] For example, I know of a company that used a number of new products to make a competitor’s new products more difficult to introduce. As soon as the competitor’s product failed, the company removed its own new product entries. It was a strategic success, not a failure, even though the "new" product was no longer on the market. [...] When any of the three C's (consumer, competition or conditions) change you may need a new product!