“But all my friends thought it was so cool.”

That’s the usual lament we hear from the producers of failed products.


They fell in love with their product, so much so that they actually thought success was based on the product itself.

Probably the most important factor most often overlooked by new product producers is the product-market fit. It doesn’t do you any good to come up with a cool idea, even one that solves a big problem, if the market isn’t ready yet or doesn’t understand it, or if you can’t gain access

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