“The progressive development of man is vitally dependent on invention. It is the most important product of his creative brain.” (Nicola Tesla)

I was recently asked about the process for bringing in a revolutionary new product into the U.S. for commercialization. This diligent inventor from a South American country completed the invention, protected the art and prepared for battle in the commercial markets of North America. When I say the invention is brilliant, its likely an understatement.

Focused on greatness, he poured his heart, soul and cash into his campaign to commercialize his new product in the U.S. Just like the invention, his campaign seemed perfect. Beautifully crafted packaging, technical data, sales sheets, communications, wholesale and retail marketing. So what could go wrong?

This is where I say “check, before you write a check”.

Unfortunately, many little errors turned into huge obstacles toward commercialization. The intended brand strategy, which had become synonymous with his invention had already been trademarked and registered in the United States. Product packaging, that was appropriate in his country was not marketable in the U.S. Finally, their research in price testing was seriously flawed.

While my new friend will rebrand, restructure pricing and recreate soft goods for a relaunch. Thorough market research would have saved a lot of heartache.