My two cents

Three common challenges or mistakes are:

One of the first challenges is to balance the three aspects of new services: desirability, feasibility and viability.

We often get stuck in one of these aspects at the start of a project.

Either you really understand well what people desire, and you have a good idea for how to solve the problems that people have or help them with their wishes.

Or you know perfectly well how to make the service happen.

Or you might have the best idea for making the business model work.

But here is where it gets tricky. It's hard in the beginning to work on these three aspects simultaneously in a balanced way.

Another challenge is not getting stuck in the details and launching soon enough. There is always a tiny thing to fix, another thing to prototype, and another thing to discuss before you can launch your new service or product.

It's hard to know when your service or product is at a good enough stage for it to be launched.

In big organisations, one of the big challenges you'll have when launching new services or products is all the internal change management, communication and politics.

Big organisations are big ships that need some time to be steered in the right direction. And therefore, when you come up with something new, you will have to work with a lot of resistance.