In the early 2000s, at my former company, my team was tasked with creating educational products for a major national educational toy brand. We developed an impressive line of learning tools—forensic kits, microscopes, telescopes—designed to engage curious young minds. After securing coveted shelf space at a major retailer, we were thrilled. Then reality hit.

One of our most innovative products arrived at stores nationwide only to face an unexpected obstacle: It was too tall for its designated shelf space. And here’s the thing: In mass-market retail, you don’t change shelf heights; they’re meticulously planned by merchandisers and are nonnegotiable. Our product, intended for the prime middle shelf where visibility and sales are highest, was relegated to less desirable bottom shelves.

Sales faltered out of the gates. Fortunately, the solution was simple, albeit frustrating. We had to redesign the packaging to fit the shelf. Once we did, sales took off.

 …