Understand why validation matters

The odds are stacked against new products. Research on consumer goods shows that one in four launches vanish from shelves within a year, and nearly half are gone after two years. The main reason is not poor design or lack of technical skill, but the fact that teams move ahead without checking if demand is real. Skipping validation is like building a house on unstable ground. It might look solid, but it will not last once pressure begins.^[1]

Examples show how much difference validation can make. Small businesses often bring early versions to local events or markets. If complete strangers are willing to pay, that is a strong sign of real need. Larger companies use pre-order campaigns or crowdfunding to measure interest before full production. These approaches reveal not just opinions but actual behavior, which is a much stronger signal. Even simple steps like these can prevent wasted investment and give teams confidence that they are solving a problem people care about.