chapter  4
37 Pages

Aligning with your customers

T hink about any failed product, channel or marketing initiative –anything at all, from incredible yet all-too-real consumer products such as Thirsty Cat tuna-flavored bottled water, aerosol

ketchup, and Gerber For Adults, to more reasonable-sounding but

equally doomed offerings such as Internet home appliances, smokeless

cigarettes, and Web TV.71 To these we can add the spectacular and

well-publicized product and channel failures examined in previous

chapters, such as’s unsuccessful efforts to sell pet supplies

over the Web, Iridium’s multi-billion-dollar global cell phone fiasco,

and perhaps the all-time marketing debacle, New Coke. You could

probably add dozens or more of your own examples. There is a nearly

unlimited supply of failed initiatives from which to choose!