The internet bubble spawned hundreds of ideas that subsequently crashed and burned, sending huge amounts of investors' money up in smoke. In the offline world, companies continue to invest millions launching new products and services that are destined to fair as badly. History is similarly littered with examples of seemingly brilliant innovations that fell flat on their faces. But why does innovation fail? Drawing on the expertise and first-hand experience of psychologists and researchers, marketeers and inventors - and illustrated with numerous real-life case studies and examples - this compelling book explores the many reasons why innovation fails, and succeeds.