"For the last 50 years, innovation theorist Everett Rogers told us that the difference between a successful product and an unsuccessful product has to do with how the product is designed-the physical attributes of the product. And he came up with five factors:
- Relative advantage: Is it better than what it's replacing?
- Compatibility: Is it compatible with the way people currently do things?
- Complexity: Is it too complex to use?
- Trialability: Can you try it in small doses?
- Observability: Can you watch other people use it?
All of those things are inherent in the product itself. Rogers's research found that 75 percent of the variance between products that succeed and products that don't succeed has to do with those five factors. Once you have those things, if they are all pointing in the right direction, it's a lot easier to market the product."