The What Went Wrong feature in Chapter 11 focuses on Ugobe, the company that made Pleo, a small robotic baby dinosaur. Ugobe failed primarily because it didn't establish a clear:

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The What Went Wrong feature in Chapter 11 highlights that Ugobe failed primarily because it didn't establish a clear positioning strategy for Pleo. The company struggled to define the target market and value proposition for the product, which led to difficulties in pricing, distribution, and marketing. A strong positioning strategy would have helped Ugobe differentiate Pleo from other robotic toys in the market and communicate its unique benefits to consumers.

The What Went Wrong Feature in Chapter 11 Focuses on Ugobe