One of the most difficult concepts that I have to discuss when advising aspiring startups is that a great idea can still be a lousy business.
A wannabe founder will describe a product or service that all of their friends swear is going to be a game changer, only to be confused (and occasionally indignant) when challenged with a series of questions that they hadn’t considered before. Often, they have spent months planning and building only to find out later that they have wasted their time on a product that no one wants, no one understands, or no one will ever hear of because there are 50 other companies doing the same thing.
Image: http://www.fastcompany.com
