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Fire, ready, aim
No matter how robust your research, and intuitive your reasoning, innovation requires a leap. Then you wait nervously to see what customers actually make of your idea, and whether they’ll buy it.
Or you could sell your product before you’ve made it.
There’s nothing like asking people to stump up their hard-earned cash to really test your proposition. I’ve learnt this from bitter experience. In my final year at university, I decided to produce a yearbook like they had in the States. When I sounded out my fellow students in the bar, they all politely enthused about my idea, and how much they’d pay.
But when the day came that I set up my stall stacked with freshly printed yearbooks, it was a different matter. All of a sudden ...
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