BUILD THE RIGHT IT

In his new book, Alberto Savoia offers a strategic approach to help you beat market failure. This approach is based on case studies, insights from his time at Google, as well as his experience as an entrepreneur and consultant. Some of the valuable lessons in his book include strategies for collecting your own market research, how to formulate a market engagement hypothesis, and why "pretotyping" tools are key to gauging if there is a viable market for your product or idea.