From my experience in industry I have seen several product failures, and one of them was particularly interesting. The product was a spinal implant with unique fixation features. During development of the product, there was a lot of excitement because of the novelty of the device, and it was predicted to do very well once it launched. After launch and introduction to the market, it did not take off as expected, and instead sales remained quite flat. It was surprising, and we spent a lot of time trying to figure out why the product was not selling. We finally determined that the main cause for this was that the surgeons were having issues with the instrumentation that was used to insert the device. The lesson learned from this was that no matter how unique and innovative a device is, if the surgeon cannot insert it efficiently and easily it will not sell well.