I am reading thru this and it is a good, recommended read however I am getting slightly annoyed with academic attitude of the author. Like batman in the cartoon I want to slap him but not for "sloppy market research". But for using the term "market research" at all. (This is essientially the first and maybe the second point reiterated.) Suppose you were a cook with your own restaurant. How do you figure out what work…
Moreover, you don't even need to get to the "testing" step in a lot of cases. Are people going to like your spicy anchovy and cottage cheese pizza topped with ice cream? Answer: no. I didn't have to interact with a single customer to know that. Other ideas are not so obviously bad, but I feel like a lot of these failed startups would not have existed in the first place if the founders had been really honest with them…
Sometimes you get positive feedback at a small scale that doesn't work in a larger sense. That was kinda one of the major points in the article.