20/30 Hindsight: If the President Likes a New Product Program a Model Won't Kill It

A product champion can be a prime factor in the success of a new product. He can gum up the works, too, especially if the champion is a senior officer of the firm. Here, a model-based new product analysis suggested that the proposed advertising program be reformulated before introduction. And, with 20/30 hindsight ….

Consultants like to believe that their status gives them special credibility. Implementation, however, (as well as analysis) must be planned, as the following true story shows. Names have been changed to protect the author, even if he is not innocent.