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And Don't Forget...

Once you develop a winning concept and a guiding consumer insight, refer back to it throughout the development and deployment of your product to ensure that it lives up to its promise. A strong concept provides an excellent start, but demands an equally strong finish.

 

What percentage of concepts given the green light pass their subsequent product tests?

37%
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50%
That's correct!

Correct!

61%
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72%
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