Why So Many Ideas Fail and How to Make Sure Yours Succeed
Most people believe that their venture will be successful, but the Law of Market Failure tells us that up to 90 percent of most new products, services, businesses, and initiatives will fail soon after launch—regardless of how promising they sound, how much we commit to them, or how well we execute them. This is a hard fact to accept. Before you invest time, energy, and money into your next project, make sure you are building The Right It.
In my new book, I offer a strategic approach to help you beat market failure. This approach is based on case studies, insights from my time at Google, as well as my experience as an entrepreneur and consultant. Some of the valuable lessons in my book include strategies for collecting your own market research, how to formulate a market engagement hypothesis, and why “pretotyping” tools are key to gauging if there is a viable market for your product or idea.