When it comes to launching a new product, one of the most commonly debated topics is whether innovation or marketing plays the more important role in determining a product’s success. Is it all about creating something new and revolutionary, or is it more about how the product is marketed and presented to consumers? The truth is, both innovation and marketing play crucial parts, but they serve different purposes in shaping a product’s success.

The Power of Innovation

Innovation is the process of creating something new or improving upon existing products in a way that adds value or solves problems in novel ways. Whether it’s a new technology, a fresh design or a better solution to an existing problem, innovation can differentiate a product from its competitors and generate significant consumer interest. When a product is unique, it has the potential to meet an unmet need or offer a better experience than what’s currently available, leading to a strong demand.

An example being Apple’s introduction of the iPhone. At the time of its release, it was not just a phone – it was a revolutionary product that combined multiple functions in one device, including music, internet browsing and communication. The iPhone solved a problem that many consumers didn’t even know they had, and it did so in a way that was far more user-friendly and visually appealing than other products on the market.

However, innovation doesn’t always guarantee success. Many products that were considered groundbreaking have failed to make a significant impact, not because they weren’t innovative, but because they didn’t resonate with consumers or lacked the necessary awareness. Innovation cannot guarantee that the product will find its audience and become widely adopted without the right kind of support.

The Importance of Marketing

While innovative products might have an initial appeal, marketing is the tool used to ensure that the product reaches the right people, in the right way. It is essential in creating awareness, building a brand and ultimately persuading consumers to choose your product over others.

Effective marketing strategies can involve a combination of advertising, branding, social media campaigns, influencer partnerships and targeted messaging. A strong marketing campaign can turn an otherwise average product into a must-have item by positioning it as desirable or essential. In some cases, marketing can even create a sense of scarcity or urgency, prompting consumers to act quickly and make a purchase.

Think of the success of the fidget spinner – while the concept wasn’t a groundbreaking innovation, it became a massive hit due to clever marketing campaigns that built excitement and tapped into consumer trends. In these cases, the marketing created an emotional connection with consumers and made the products feel like something everyone had to have, even if they didn’t offer new or revolutionary features.

Ultimately, the key to a product’s success is a balance between innovation and marketing. Innovation ensures that a product stands out and offers real value or a new solution to a problem. However, marketing is essential to building awareness, shaping perception and making sure that the product reaches the right audience. A groundbreaking product may not succeed without marketing to communicate its value, while a well-marketed, less innovative product might struggle in the long run if it doesn’t deliver tangible benefits.

The most successful products are those that combine innovation with strategic, thoughtful marketing. In a world of ever-changing consumer needs and preferences, it’s not just about having the best idea—it’s about how you sell that idea to the world.

By engaging a product design consultancy such as ITERATE, you gain access to specialised expertise, strategic guidance and advanced tools that can help you to design the best version of your product. Quite simply, a good idea is not enough on its own. A consultancy can help you innovate and identify unique selling points for your concept to make it stand out.

If product design is a journey you are considering embarking on, take a look at our website; iterate-uk.com. We are a design consultancy that is known for our disruptive technologies and who specialise in designing consumer products through to medical devices. Our door is always open, so please do get in touch for an introduction chat.