1. The product doesn’t solve the customer’s problem or need.
  2. The product answers a need that doesn’t exist.
  3. The product doesn’t deliver its promise or not working as expected; maybe it has poor quality or bad after-sales service.
  4. Other products solve customers’ needs cheaper or better.
  5. Competitors’ value proposition is more favorable to customers, or the product does not differentiate from competitors.
  6. The manufacturer is product-oriented, not customer-oriented.
  7. The manufacturer doesn’t know why a customer buys his product.
  8. It’s not the right time or the right market for the product; maybe the need for the customer has not yet arisen culturally.
  9. Product has lost its value proposition with disruptive innovation.
  10. There are problems with product distribution or customer access.

BONUS:Harvard Business School Marketing Professor Theodore Levitt: “People don’t want quarter-inch drills. People want a hole in their wall.”