Ipsos Vantis has evaluated over 10,000 new product ideas over the past 20 years. For many of these, there has been an opportunity to observe and analyze the level of in-market success.

In working through this process with a large number of clients whose products and services are wide ranging, we have identified many challenges to the conventional wisdom that often guides decision-making processes for innovation. This paper identifies seven of these and is accompanied by support that illustrates the conclusions that are drawn.