--- title: "Meaning & Key Takeaway of: Why do eight out of ten new consumer…" description: "\"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 n..." image: "https://sms4smile.com/quotes/i/e75/david-ogilvy-1326_cereal_why-do-eight-out-of-ten-new-consumer-pro_1554470.png" --- # Why do eight out of ten new consumer products fail?… ![“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.” quote by David Ogilvy](https://sms4smile.com/quotes/i/e75/david-ogilvy-1326_cereal_why-do-eight-out-of-ten-new-consumer-pro_1554470.png) [Download](https://sms4smile.com/quotes/i/e75/david-ogilvy-1326_cereal_why-do-eight-out-of-ten-new-consumer-pro_1554470.png) [Open image](https://sms4smile.com/quotes/i/e75/david-ogilvy-1326_cereal_why-do-eight-out-of-ten-new-consumer-pro_1554470.png) > “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.” [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Products fail when they are either too unfamiliar or too familiar, missing the sweet spot of consumer curiosity and relevance. **In simple terms:** Both being too new or not new enough can cause failure. Key Takeaway Find the balance between novelty and relevance. Themes marketing innovation consumer behavior Mood analytical strategic Type business marketing When to use this quote - product launch - food industry - consumer testing - trend analysis - branding strategies Key Concepts diffusion of innovation market saturation Questions to Reflect On - How can you test novelty without alienating existing users? - What signals indicate a product is too familiar? A Different Perspective Overemphasis on novelty can alienate core customers. ★ ★ ★ ★ ★ No ratings yet [Cereal](https://sms4smile.com/quotes/about/cereal/) [Cereals Rejected](https://sms4smile.com/quotes/about/cereals-rejected-5817569/) [Cold](https://sms4smile.com/quotes/about/cold/) [Consumers](https://sms4smile.com/quotes/about/consumers/) [Consumers New](https://sms4smile.com/quotes/about/consumers-new-5817571/) [Customer](https://sms4smile.com/quotes/about/customer/) [Eight](https://sms4smile.com/quotes/about/eight/) [Enough](https://sms4smile.com/quotes/about/enough/) [Fail New](https://sms4smile.com/quotes/about/fail-new-953238/) [Failing](https://sms4smile.com/quotes/about/failing/) [Failure](https://sms4smile.com/quotes/about/failure/) [Firsts](https://sms4smile.com/quotes/about/firsts/) [New products](https://sms4smile.com/quotes/about/new-products/) [Products](https://sms4smile.com/quotes/about/products/) [Products Fail](https://sms4smile.com/quotes/about/products-fail-5817570/) [Rejected](https://sms4smile.com/quotes/about/rejected/) [Rejected Consumers](https://sms4smile.com/quotes/about/rejected-consumers-5817572/) [Sometimes](https://sms4smile.com/quotes/about/sometimes/) [Ten](https://sms4smile.com/quotes/about/ten/) ## Related quotes > [You have to continuously fail. You fail at something, then you get over it, then you fail some more. 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I'm on the waitlist to beta a new product, and have been offered the chance to move up in the list if I…](https://sms4smile.com/quotes/ethan-zuckerman/cute-i-m-on-the-waitlist-to-beta-a-new-product-and-have-been-offered/) [Ethan Zuckerman](https://sms4smile.com/quotes/author/ethan-zuckerman/) > [Fact is, the work place to a great extent is "where we live." We need star accountants. Boffo saleswomen. Over-the-top creatives in marketing and…](https://sms4smile.com/quotes/tom-peters/fact-is-the-work-place-to-a-great-extent-is-where-we-live-we-need/) [Tom Peters](https://sms4smile.com/quotes/author/tom-peters/) > [I may be a businessman in that I set up and run companies for profit, but when I try to plan ahead and dream…](https://sms4smile.com/quotes/richard-branson/i-may-be-a-businessman-in-that-i-set-up-and-run-companies-for-profit/) [Richard Branson](https://sms4smile.com/quotes/author/richard-branson/) > [To have to introduce a new product at the worst economic time in the last 50 years probably wasn't the greatest thing to have happened.](https://sms4smile.com/quotes/bill-mechanic/to-have-to-introduce-a-new-product-at-the-worst-economic-time-in-the/) [Bill Mechanic](https://sms4smile.com/quotes/author/bill-mechanic/) > [Besides hot pockets keeps introducing new products every 10 minutes so I always have new stuff on the topic.](https://sms4smile.com/quotes/jim-gaffigan/besides-hot-pockets-keeps-introducing-new-products-every-10-minutes/) [Jim Gaffigan](https://sms4smile.com/quotes/author/jim-gaffigan/) > [A lot of people that buy vinyl today don’t realise that they’re listening to CD masters on vinyl and that’s because the record companies…](https://sms4smile.com/quotes/neil-young/a-lot-of-people-that-buy-vinyl-today-don-t-realise-that-they-re/) [Neil Young](https://sms4smile.com/quotes/author/neil-young/) > [Our plan is to lead the public with new products rather than ask them what kind of products they want.](https://sms4smile.com/quotes/akio-morita/our-plan-is-to-lead-the-public-with-new-products-rather-than-ask-them/) [Akio Morita](https://sms4smile.com/quotes/author/akio-morita/) > [Research is an organized method of trying to find out what you are going to do after you cannot do what you are doing…](https://sms4smile.com/quotes/charles-kettering/research-is-an-organized-method-of-trying-to-find-out-what-you-are/) [Charles Kettering](https://sms4smile.com/quotes/author/charles-kettering/) > [A time will come when the science of destruction shall bend before the arts of peace; when the genius which multiplies our powers, which…](https://sms4smile.com/quotes/francois-arago/a-time-will-come-when-the-science-of-destruction-shall-bend-before/) [Francois Arago](https://sms4smile.com/quotes/author/francois-arago/) ## More by David Ogilvy > [I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.](https://sms4smile.com/quotes/david-ogilvy/i-figure-that-my-staff-will-be-less-reluctant-to-work-overtime-if-i/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [In most agencies, account executives outnumber the copywriters two to one. If you were a dairy farmer, would you employ twice as many milkers…](https://sms4smile.com/quotes/david-ogilvy/in-most-agencies-account-executives-outnumber-the-copywriters-two-to/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [“Your alcoholics may include some of your brightest stars. The problem is to identify them, protected as they always are by their secretaries and…](https://sms4smile.com/quotes/david-ogilvy/your-alcoholics-may-include-some-of-your-brightest-stars-the-problem/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big…](https://sms4smile.com/quotes/david-ogilvy/it-takes-a-big-idea-to-attract-the-attention-of-consumers-and-get/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if…](https://sms4smile.com/quotes/david-ogilvy/many-manufacturers-secretly-question-whether-advertising-really-sells/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another,…](https://sms4smile.com/quotes/david-ogilvy/once-upon-a-time-i-was-riding-on-the-top-of-a-first-avenue-bus-when-i/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [You can't save souls in an empty church.](https://sms4smile.com/quotes/david-ogilvy/you-can-t-save-souls-in-an-empty-church/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.](https://sms4smile.com/quotes/david-ogilvy/in-the-modern-world-of-business-it-is-useless-to-be-a-creative/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Consumers don't think how they feel. They don't say what they think and they don't do what they say.](https://sms4smile.com/quotes/david-ogilvy/consumers-don-t-think-how-they-feel-they-don-t-say-what-they-think/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Compete with the immortals](https://sms4smile.com/quotes/david-ogilvy/compete-with-the-immortals/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [You will never win fame and fortune unless you invent big ideas.](https://sms4smile.com/quotes/david-ogilvy/you-will-never-win-fame-and-fortune-unless-you-invent-big-ideas/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [The worst fault a salesman can commit is to be a bore. Foster any attempt to talk about other things; the longer you stay…](https://sms4smile.com/quotes/david-ogilvy/the-worst-fault-a-salesman-can-commit-is-to-be-a-bore-foster-any/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind…](https://sms4smile.com/quotes/david-ogilvy/i-don-t-believe-in-tricky-advertising-i-don-t-believe-in-cute/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a…](https://sms4smile.com/quotes/david-ogilvy/i-never-assign-a-product-to-a-writer-unless-i-know-that-he-is/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.](https://sms4smile.com/quotes/david-ogilvy/talent-i-believe-is-most-likely-to-be-found-among-nonconformists/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) [Explore all 255 David Ogilvy quotes ](https://sms4smile.com/quotes/author/david-ogilvy/) ## More Cereal quotes > [While traveling, I love granola bars, trail mix nuts, dry cereal and fruit for on-the-go snacks. I also try and start the day with…](https://sms4smile.com/quotes/christie-rampone/while-traveling-i-love-granola-bars-trail-mix-nuts-dry-cereal-and/) [Christie Rampone](https://sms4smile.com/quotes/author/christie-rampone/) > [To become a celebrity is to become a brand name. There is Ivory Soap, Rice Krispies, and Philip Roth. Ivory is the soap that…](https://sms4smile.com/quotes/philip-roth/to-become-a-celebrity-is-to-become-a-brand-name-there-is-ivory-soap/) [Philip Roth](https://sms4smile.com/quotes/author/philip-roth/) > [Girl, he wants to dip you in Frosted Flakes and have you for breakfast. That's his favorite cereal, by the way." I...had no words…](https://sms4smile.com/quotes/gena-showalter/girl-he-wants-to-dip-you-in-frosted-flakes-and-have-you-for-breakfast/) [Gena Showalter](https://sms4smile.com/quotes/author/gena-showalter/) > [I stepped on a Cornflake, and now I am a cereal killer.](https://sms4smile.com/quotes/anonymous/i-stepped-on-a-cornflake-and-now-i-am-a-cereal-killer/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Your favorite kind of cake can't be birthday cake, that's like saying your favorite kind of cereal is breakfast cereal.](https://sms4smile.com/quotes/aziz-ansari/your-favorite-kind-of-cake-can-t-be-birthday-cake-that-s-like-saying/) [Aziz Ansari](https://sms4smile.com/quotes/author/aziz-ansari/) > [I love to keep doing the voice, and I'll do it as long as I'm able and as long as Tony sells cereal.](https://sms4smile.com/quotes/thurl-ravenscroft/i-love-to-keep-doing-the-voice-and-i-ll-do-it-as-long-as-i-m-able-and/) [Thurl Ravenscroft](https://sms4smile.com/quotes/author/thurl-ravenscroft/) > [You're children. Don't you want a home, a family?" "With, like, vitamin-fortified cereal and educational television?](https://sms4smile.com/quotes/james-patterson/you-re-children-don-t-you-want-a-home-a-family-with-like-vitamin/) [James Patterson](https://sms4smile.com/quotes/author/james-patterson/) > [My favorite breakfast cereal is Cocoa Pebbles.](https://sms4smile.com/quotes/valentin-chmerkovskiy/my-favorite-breakfast-cereal-is-cocoa-pebbles/) [Valentin Chmerkovskiy](https://sms4smile.com/quotes/author/valentin-chmerkovskiy/) > [I always bring a post-workout protein shake with me and some cereal for the mornings.](https://sms4smile.com/quotes/cesaro/i-always-bring-a-post-workout-protein-shake-with-me-and-some-cereal/) [Cesaro](https://sms4smile.com/quotes/author/cesaro/) > [“Owen scooped up a mound of cereal. "Box said they were magically delicious." He cleared his spoon with a big bite. 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I could eat it in the morning, in the evening, and at night - I love Cheerios.](https://sms4smile.com/quotes/jimmy-scott/i-m-a-cereal-lover-i-could-eat-it-in-the-morning-in-the-evening-and/) [Jimmy Scott](https://sms4smile.com/quotes/author/jimmy-scott/) [Browse all 289 Cereal quotes ](https://sms4smile.com/quotes/about/cereal/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. 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