| 1. |
Jumping to product development, marketing, or writing/production before understanding your target audience |
| 2. |
Trying to sell something people don't want to buy |
| 3. |
Pushing ideas that don't make financial sense |
| 4. |
Letting market research limit creativity |
| 5. |
Giving up too soon on good ideas / Pushing bad ideas too long |
| 6. |
Thinking small instead of thinking breakthrough |
| 7. |
No proof / believability you can deliver what you promise |
| 8. |
Lack of uniqueness or differentiation vs. competition |
| 9. |
Creating flat concepts instead of creating holistic sensory experiences |
| 10. |
Not getting all decision-makers involved in / aligned to the strategy |
| 11. |
No process (or a poor process) to develop ideas |
