The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
Interpretation
What this quote means
New products often fail due to lack of innovation or being ahead of their time.
David Ogilvy's quote addresses the challenges faced by new consumer products in the market. It emphasizes that products can fail either because they are too innovative and unfamiliar for consumers or because they do not offer enough novelty compared to existing options. This highlights the delicate balance required in product development between novelty and consumer acceptance.
Themes
InnovationConsumer ProductsFailureMarketNovelty
In practice
Example use cases
During a business seminar discussing product development strategies.
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