In digitalisation the key is to move quickly and find out as soon as possible if your new thing is something that your customers want and are ready to pay for. The Lean Startup way is an excellent model for this and now I have found a tool/method to support the iteration - Pretotyping. Definitely worth checking out if you are interested of getting innovations out to market rapidly.
In some cases, the failures can be attributed to poor execution in the way the innovative product or service was built and implemented. But in way too many cases, the innovative product or service was well thought out, planned and built. The team put a lot of time and effort to give it lots of cool features, they tested and debugged it, polished it and made it look as good as the possibly could – only to find out that they put all this time and effort on ... the wrong it. They built something that people did not want or need.