Even products with a competitive advantage underperform three-year consensus targets 29% of the time; product superiority alone correlates with 49% overperformance. A behavioral study of 690 adoption decision makers reveals why. They cite product attributes as their top driver, but behavior shows that product explains roughly 15% of adoption behavior. One approach is the ZS Launch Commitment Signal, a diagnostic index for launch strategy, much like Net Promoter Score (NPS) for customer loyalty. A winning launch strategy starts with one question: Is our organization committed to the depth, speed, and credibility this market requires?