Top Highlights

• around us so aggressively that it literally shapes what we see.”4 Remember the burden of abundant resources. If we are experts in a particular field, that abundance of experience makes observing without bias harder than we think.
• . . something is funny” instinct. When you do, you will know that you are onto something—that you are likely noticing symptoms of an unmet need.
• found this unmet need thirty years into Tide’s history. Thirty years! Bottom-Up Research isn’t valuable in just the earliest stages of a new venture: it will continue to deliver value through the life of a product or service.
• It ain’t what you don’t know that gets you into trouble. It’s
• The premise of this book is that anyone can become an entrepreneur and a solver of problems when armed with the right tools