Dutch Innovation Paradox: Why Brainport's Breakthrough Ideas Fail to Reach Market
Eindhoven, Saturday, 7 February 2026.
Despite being Europe’s leading technology hub, 80% of innovations from Brainport Eindhoven fail to achieve commercial success. New research reveals that companies build solutions based on assumptions rather than real customer problems, rushing to development without properly defining underlying needs. The study of 12 innovation managers exposes critical gaps in the Dutch innovation pipeline, from poor customer questioning techniques to inadequate focus on complete user experience beyond technical specifications.
The Research Behind the Innovation Crisis
In 2025, Marc Maas initiated the Innovation Research Brainport, conducting detailed interviews with 12 innovation managers, R&D managers, CTOs, and founders from manufacturing companies in the Brainport region [1]. The research emerged against a sobering backdrop: approximately 80% of new products fail in the market [1]. This comprehensive study aimed to identify why so many promising innovations from one of Europe’s most successful technology hubs struggle to achieve commercial viability. The findings reveal systematic flaws in how companies approach innovation, from initial problem identification through market implementation.
Building Solutions Without Understanding Problems
The research identified a fundamental disconnect in how Brainport companies approach innovation development. Companies in the region often build solutions based on assumptions rather than real problems because they don’t ask the right questions, leading to innovation failures [1]. Teams frequently start building too soon due to organizational pressure, even when the underlying problem is not well-defined [1]. While customers know their frustrations, companies often fail to ask the right questions to uncover underlying needs [1]. This rush to development, driven by internal pressures and timelines, creates a dangerous cycle where technical solutions are crafted without proper market validation or customer insight.
The Critical Importance of Customer Experience Architecture
Success in innovation lies not in the hardware itself, but in the surrounding layer encompassing onboarding, service, software, installation, support, and revenue model [1]. The more technical the product, the more important this outer layer becomes, as customers no longer differentiate on specifications alone [1]. Successful companies prioritize the complete customer experience from the start, considering how the customer understands the product, what happens after the sale, and where convenience and friction occur [1]. This holistic approach represents a significant shift from the traditional engineering-focused mindset that has historically dominated Brainport’s manufacturing sector.
Strategic Frameworks for Innovation Success
The research revealed that companies managing innovation successfully create rhythm within chaos, building in moments to decide whether to continue, pause, or stop projects [1]. These successful innovators rely on clear agreements about ownership, decision-making, and focus, instead of rigid roadmaps [1]. Companies that invest in understanding customer needs, establishing proper development rhythms, and maintaining coherence across their innovation process see their innovations land more effectively in the market [1]. The study emphasizes that startups in Brainport have a major opportunity to gain deeper understanding of customer needs before committing to solutions [1].
Regional Context and Broader Innovation Landscape
The innovation challenges identified in the Brainport research reflect broader trends affecting the Dutch technology sector. The Netherlands aims to become a global technology leader by 2035 through its National Technology Strategy, which includes ten action agendas focusing on AI, quantum, semiconductors, and cybersecurity [2]. Over 1,000 organizations have contributed to 53 public-private innovation programs with a combined budget exceeding €14 billion [2]. Despite these substantial investments, the region continues to face fundamental challenges in translating research into commercial success. The Brainport ecosystem, while generating significant startup activity, must address these systemic barriers to maximize the return on its innovation investments and maintain its competitive position in the global technology landscape.