The CAGE Model helps to explain the #1 reason for product launch failures which simply stated, it is an incomplete or incorrect set of customer requirements fed to the development team. This model illustrates 7 categories of customer requirements, 3 that will improve value, 3 that will add unnecessary cost, and 1 that will create new value (Innovation). It also illustrates why you must go beyond the “Voice of the Customer” for success and why many project teams fail to hit the coveted Innovation sweet-spot. Three distinct “knowledge universes” must converge in the beginning stages of new product, service, or software development.
