This paper is about product innovation and introduction. More specifically a framework for understanding the relationships between innovation category characteristics and successful new product innovation and introduction is introduced and explained. A central focus of this work is the paradox that states that on a category level one tends to observe an inverse relationship between the significance of innovations or introductions and the rate or frequency of purchase. This is counter to widely held expectations. The paradox leads to insight concerning successful product innovation the costs of failures and the strategic challenge to reduce waste and deliver increased consumer value.