The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed Audiobook (Free)

The Law of Market Failure: Most services will fail in the market, even if competently executed.

Using his encounter at Google, his remarkable success as a business owner and consultant, and insights from his lectures at Stanford University and Google, Alberto Savoia’s The Right It includes an unparalleled method of beating the beast that’s market failure.

Thousands of people around the world will work hard to bring to life new ideas. Some of these concepts will grow to be stunning about THE PROPER It: Why So Many Suggestions Fail and Steps to make Sure Yours Succeed successes that will have a major impact on our world and our culture: Another Google, another Polio vaccine, another Harry Potter, the next Red Cross, the next Ford Mustang. Others will become smaller, even more personal but no less meaningful, successes: Just a little restaurant that turns into a neighborhood preferred, a biography that does not make the best-seller list but tells an important story, an area nonprofit to care for abandoned pets. At this very same moment, another group is working similarly hard to build up new concepts 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 become smaller, more personal, but no less painful failures: A home-based business that never takes off, a children’s book that neither web publishers nor children have any fascination with, a charity to get a cause that too little people care more than enough about.

If you are currently working to create a new idea, whether on your own or within a group, which group are you in? A lot of people think that they either are, or will end up being, in the first group-the group whose suggestions will achieve success. All they have to do is work hard and execute well. However, we know that this cannot be the situation. The law of market failing tells us that up to 90 percent of most new products, providers, businesses, and initiatives will fail soon after they may be launched-regardless of how encouraging they sound, just how much we commit to them, or how well we perform them. This is a hard reality to simply accept. We think that other folks fail because they don’t really know what these are doing. Somehow, we believe that this will not apply to us and to our idea-especially if we’ve experienced victories in the past.

Filled with complete case studies, a lesson on creating your very own hard data, a technique for market place engagement, and an introduction to the idea of a pretotype (not a prototype), The Right It really is a groundbreaking, amusing, and highly practical book delivers a successful formula for turning ideas, products, companies, and businesses into successful endeavors.

While Alberto writes, “make sure you are building THE PROPER It all before you build It right”.

Supplemental enhancement PDF accompanies the audiobook.