Organizations must vie for customers' attention in a competitive landscape. Customer expectations have increased, making it harder to maintain customer loyalty. Organizations are challenged with how they create products and services and deliver them to the marketplace. Industry research estimates that more than 30,000 products are launched annually, and close to 95% of them fail.

Create and Launch High-Value Products

Organizations need to support Product Owners and teams in creating high- value products and launching them in the marketplace. The organizational context can support or hinder the delivery of successful products.

Organizations view products as the driving force in enterprise success (see 4. Agile Product Management) and focus on:

• Enterprise product practices
• Business functions
• Evolving disciplines around products
• The agility required to build upon a product-first enterprise

Organizational foundation needs to evolve so that each product in an enterprise portfolio can take advantage of these enablers. The Apply Foundational Concepts domain drives product success and provides guidance by asking the following questions:

• Is the organization set up to support product success?
• Does the organization do a good job of setting up teams for success?