The secret knowledge of not failing
In addition to the dozens of companies I’ve worked with directly, I’ve heard pitches from hundreds more. When I see a worthwhile company die because they weren’t able to attract the attention of the people they were built to serve, I grieve not only for the company but for the people who won’t benefit from their good ideas.
There is a discipline to finding market traction, and it’s not about tricks using online advertising tools. I’ve shared these hard-won truths with investment groups, with incubators and start-up collectives, and with enterprise organizations looking to break into new markets.
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—Steph Avalos-Bock, University of Chicago