Why do marketing and innovation fail?

When there is a complete mismatch between the perspective of marketers and customers.

Marketers may use the traditional positioning model to speculate how customers perceive their brand, but in reality, customers want something, or they may do anything to make their job easier.

Most of the time, they will seek the help of products available in the market to do their job easier, or they may do it themselves if they have resources (Time, Money, Materials).

In this above example, you can see that marketers think that customers will choose their brand based on four qualities such as - Less Salty, More Salty, Less Spicy, and More Spicy, but the customers need something to eat now, so they choose anything from the options available

Options they have:-

1. I can eat what is available in the fridge

2. I can eat what is there in the kitchen

3. I can Visit a Restaurant

4. I can Order Online

Moral:- Customers don't care about your brand. They only care about how to make their job easier. If they think your products will help them during that specific situation, they may buy(hire you), or they will find some other imperfect options to do it.