This book was the answer to my prayers for market research. Savoia provides a well-written, step-by-step handbook for those who want to launch a new product or start a business.
This book saved me from months if not a full year of misguided market research.
Read this before you start anything. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed The book provides a hard reality check about how difficult and hard it is to find the right idea to build. It provides a set of tools to validate your idea with from a set of experiments that let users invest their skin in the game rather than working on opinions and empty promises. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed This is an excellent book about quickly validating product ideas using creative techniques without actually building.
Would highly recommend this book to anybody doing super early stage product development.
It does drag on a bit and could be shorter. But very useful despite that fact. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed Highly recommend this book to anyone who has a business idea that involves significant risk. Are you wondering will people buy this? This book helps you find out.
Instead of investing significant sums of money into a 'full product' or even a prototype, the author advocates to make a 'pretotype' to test on the market and collect fast and cheap feedback on if people buy it. This should reduce risk on your way to fully developing your idea and answering: will it be worth the investment?
Alberto Savoia succinctly outlines a practical approach including formulating your Market Engagement hypothesis, and the more specific XYZ hypothesis, and finally the testable 'xyz' hypothesis.
I have already used this in practice, and I advise you to do the same: don't miss The Right It!
Best regards,
Mark A. Jansen The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed Some useful, easily digestible approaches. A bit conservative in outlook vs failure being part of the process. The primary example was a thought experiment which went against its core tenets. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed
Summary ✓ PDF, DOC, TXT or eBook ✓ Alberto Savoia
The author is an inspiration and the book provides some great rules of thumb. But seeing how much I enjoyed Pretotype it, I kind of expected more. The examples are mostly non real-life and the process itself does not exploit the full power of pretotyping, I believe. Anyways, if you haven't read pretotype it, it might make sense to just read this one as it is the V2.0. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed The book lays out detailed step-by-step guide on how to get an idea from start to finish, listing out useful techniques from hypothesising to testing to analysing your own data. It advocates for collecting skins-in-the-game instead of using other people's data such as market research as the means to determine if a product will be the right it. I really enjoyed how clearly each step is elaborated and how together all steps form a complete system. I also really enjoy the last chapter where the author advocates for building the right product for you and the world. It's the perfect book with concrete techniques and inspiration at the end. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed 3.5 stars. Really great for its target audience: “wantrepreneurs” or folks who have ideas and a desire to see them materialize, but don’t know the next steps to make that happen. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed Was the author not familiar with the Lean Startup? 🤔 Not a single reference to the work of Eric Ries, who covered the same concepts years earlier and with fewer unnecessary neologisms and acronyms. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed The first part of the book subjectively felt as whisky watered down so much that it's hard to tell it from a limonade. Then amount of terms (that I felt was artificially created and may be avoided) were drumming along the way making one marching instead of enjoying a walk. So I didn't like a book at all by the middle.
When the storytelling finished and book started to feel systematic it's power unleashed. The list of suggested experiments was great. Case studies felt made up and too optimistic but still worked to add a perspective to the main point - getting an action from your potential customer to back up his interest and prove that it's genuine.
I'd say it's an essential read on the entrepreneurship. If one has read 4 steps to the epiphany or lean startup, it makes sense to go straight to the techniques and recommendations. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed
The Law of Market Failure: Most new products will fail in the market, even if competently executed.
Using his experience at Google, his remarkable success as an entrepreneur and consultant, and insights from his lectures at Stanford University and Google, Alberto Savoia's The Right It offers an unparalleled approach to beating the beast that is market failure.
Millions of people around the world are working hard to bring to life new ideas. Some of these ideas will turn out to be stunning successes that will have a major impact on our world and our culture: The next Google, the next Polio vaccine, the next Harry Potter, the next Red Cross, the next Ford Mustang. Others will be smaller, more personal but no less meaningful, successes: A little restaurant that becomes a neighborhood favorite, a biography that does not make the best-seller list but tells an important story, a local nonprofit to care for abandoned pets. At this very same moment, another group of people is working equally hard to develop new ideas that, when launched, will fail. Some of them will fail spectacularly and publicly: like New Coke, the movie John Carter, or the Ford Edsel. Others will be smaller, more private, but no less painful failures: A home-based business that never takes off, a children's book that neither publishers nor children have any interest in, a charity for a cause that too few people care enough about.
If you are currently working to develop a new idea, whether on your own or as part of a team, which group are you in? Most people believe that they either are, or will be, in the first group-the group whose ideas will be successful. All they have to do is work hard and execute well. Unfortunately, we know that this cannot be the case. The law of market failure tells us that up to 90 percent of most new products, services, businesses, and initiatives will fail soon after they are launched-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. We believe that other people fail because they don't know what they are doing. Somehow, we believe that this does not apply to us and to our idea-especially if we've experienced victories in the past.
Filled with detailed case studies, a lesson on creating your own hard data, a strategy for market engagement, and an introduction to the concept of a pretotype (not a prototype), The Right It is a groundbreaking, entertaining, and highly practical book delivers a proven formula for turning ideas, products, services, and businesses into successful endeavors.
As Alberto writes, make sure you are building The Right It before you build It right. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed
