Chapter 7
Retire
7.1 Welcome to Retire
Unfortunately, all good things must come to end. When a product comes to the end of its life, there is often an emotional sense of failure or loss, sometimes with and added fear of change. As such, there is often a reluctance to retire products unless problems are severe, obvious or inherited; a costly mistake for innovation. If you wait until you have to, retiring a product might be costly in terms of both finances and brand equity.
Actively looking for products that are on a downward trajectory, have limited potential or are no longer needed to deliver your current strategy, is a healthy endeavour ...
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