SP-QUESTIONS (2): Launching a Product
Why do 75% of products fail? Learn how the QUESTIONS+ method transforms fuzzy ideas into successful launches, through the real-world case of a wellness app.
Do you know why most product launches fail? Contrary to popular belief, it's rarely due to poor execution. Research from leading institutions tells a different story: according to studies from Harvard, MIT, Michigan State, and others, approximately 75% of all products fail, with startup products specifically failing at a rate of around 70% . A significant portion of these failures—about 40%—are due to lack of market need. In other words, companies build something that customers simply don't want.
This is not an execution problem. It's an analysis problem.
The QUESTIONS+ method, presented in our foundational article, offers a structured response to this challenge. By distinguishing between cause, purpose, and consequences—where the simple "Why" of classic 5W2H mixed everything together—it becomes a comprehensive framework for navigating the complexity of a product launch.
In this article, we'll follow a fictional product team, "Zenith," as they prepare to launch ZenPlus, a wellness app based on positive psychology and mindfulness principles. We'll apply the 3×3 grid to every stage of the project, from initial idea to launch and iteration.
