While both sshah254 and barryhoudini formulas work, you may prefer to dispense with PRODUCT altogether and copy down the following formula in cell K53
=(1-J53)*K52
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The $ fixes the row reference (makes it absolute) in the above so that when you copy down the J$52 remains J$52, if you want to copy across then it's the same principle but you use $ in front of the column letter so if you wanted to start with B4 and then add C4, D4 etc. you could use
OK, I assumed you wanted to now make the references go across too, so you'd get the product of 1-B4 then the product of 1-B4, 1-C4 etc. but do you mean you want to copy the formula across but the references still go down?
If so then you can use OFFSET, e.g. if your data is on worksheet data then put this formula in B4, confirmed with CTRL+SHIFT+ENTER and copied across
=PRODUCT(1-OFFSET(data!$J52,0,0,COLUMNS($B4:B4)))
change B4 reference depending on your start cell
see attached, notice that the vertical results in Data sheet are the same as the horizontal ones in sheet1
K54 = PRODUCT(K53, 1-J54)
and so on.
Ss