If You Don't Know Who Your Customer

The Grim Reality Is That Most Start-ups Fail. Most New Products Are Not Successful. Yet The Story Of Perseverance, Creative Genius, And Hard Work Persists.

A Start Up Is An Institution Designed To Thrive In The Soil Of Extreme Uncertainty

When Steve Jobs And Steve Wozniak Created Apple Computer In A Garage In Palo Alto, It Heralded The Beginning Of The Pc Revolution That Ultimately Dealt A Death-blow To Dozens Of Older Companies.

We Must Learn What Customers Really Want, Not What They Say They Want Or What We Think They Should Want.

Better To Have Bad News That's True Than Good News We Made Up