Companies aren’t lacking when it comes to good ideas and yet many products never get to the consumer. Since the purpose of product development is to generate a positive return on investment, not getting to market seems like failure. It can be a learning tool. When you understand what goes wrong and why, changes can be made to prevent similar problems next time. Over 20 years, Surfaceink has successfully helped deliver more than $200B in products to market. Here is what we’ve learned in the process: