The Right It

Viac o knihe

Most new products fail in the market, even with competent execution. Drawing from his experience at Google and insights from his lectures at Stanford, Alberto Savoia presents a unique approach to overcoming market failure. Many people strive to bring new ideas to life, with some achieving remarkable success that impacts our world, like the next Google or Polio vaccine. Others may find smaller, yet meaningful, successes, such as a local restaurant or a heartfelt biography. Conversely, many ideas will fail, some spectacularly, like New Coke or the Ford Edsel, while others may fail quietly, such as a home-based business or an unappealing children's book. Most believe they belong to the successful group, assuming hard work and good execution will lead to victory. However, the harsh reality of market failure reveals that up to 90 percent of new products, services, and initiatives will fail shortly after launch, regardless of their initial promise or effort. This truth is difficult to accept, especially for those who have previously succeeded. Through detailed case studies, lessons on creating hard data, market engagement strategies, and the concept of a pretotype, Savoia offers a practical guide for transforming ideas into successful ventures. He emphasizes the importance of ensuring you are building "The Right It" before perfecting it.