Build the Right It [Entire Talk] | Summary and Q&A

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March 13, 2019
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Stanford eCorner
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Build the Right It [Entire Talk]

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Summary

In this video, Alberto Savoia, a serial entrepreneur, shares seven strategies for fighting failure as an entrepreneur. He emphasizes the importance of building the right idea by understanding the law of market failure and conducting proper market research. He introduces the concept of "pretotyping" as a way to quickly and inexpensively test ideas before fully investing in them. He also highlights the significance of collecting data, using numbers to articulate ideas, testing locally before scaling globally, and failing fast and cheaply. Savoia emphasizes the need for entrepreneurs to be adaptable and open to feedback to increase their chances of success.

Questions & Answers

Q: What is Alberto Savoia's mission as a serial entrepreneur?

Alberto Savoia's mission is to help entrepreneurs fight failure and win consistently.

Q: What is the law of market failure and why is it important to understand?

The law of market failure states that most new ideas will fail in the market. It is crucial to understand this law because even if an idea is competently executed, it can still fail. This applies to startups, established companies, and products from existing companies.

Q: What are the three major reasons why most new ideas fail in the market, according to Alberto Savoia?

Most new ideas fail due to launch, operation, or premise issues. Launch failures occur when the market doesn't know about or cannot reach the idea. Operation failures occur when the product doesn't work correctly. Premise failures occur when people simply do not care about the new product idea.

Q: What is the "right it" and the "wrong it"?

The "right it" is an idea that, if competently executed, will succeed in the market. The "wrong it" is an idea that, even if competently executed, will fail in the market. Many successful companies have launched "wrong it" ideas, assuming that their success in other areas will guarantee success in the new product.

Q: How can entrepreneurs determine if their idea is the "right it"?

Entrepreneurs should collect their own market data, preferably data that involves people's skin in the game (i.e., a commitment of time, money, information, etc.). By collecting their own data, entrepreneurs can gain a better understanding of whether their idea is something the market is interested in.

Q: What is pretotyping and why is it important?

Pretotyping is the creation of the simplest artifact or technique to collect data quickly and inexpensively. It helps entrepreneurs test their ideas in the market before fully investing in them. Pretotyping allows entrepreneurs to fail fast and cheaply, minimizing time, money, and effort spent on ideas that will likely fail.

Q: How is pretotyping applied to apps?

Pretotyping techniques can be used for apps as well. Instead of building a fully functional app, entrepreneurs can create simulations or demos using tools like PowerPoint. These simulations can be used to collect data and determine if people are interested in the app idea.

Q: How can entrepreneurs test B2B (business-to-business) ideas using pretotyping?

B2B ideas can also be tested using pretotyping methods. Entrepreneurs should focus on getting their product in the hands of potential users within the business. By collecting data from these users, entrepreneurs can evaluate if their product is meeting their needs and if there is potential for success.

Q: What is the XYZ hypothesis and how can it be used to articulate ideas in numbers?

The XYZ hypothesis is a method for articulating ideas using numbers. It forces entrepreneurs to define their idea and market potential in quantifiable terms. By using numbers, entrepreneurs can better understand their target market, customer interest, and potential success.

Q: How does pretotyping help entrepreneurs reduce risk and uncertainty?

Pretotyping helps entrepreneurs reduce risk and uncertainty by allowing them to quickly and inexpensively test their ideas in the market. By failing fast and cheaply, entrepreneurs can avoid spending excessive time and resources on ideas that don't resonate with the market.

Takeaways

The key takeaways from Alberto Savoia's talk are:

  • Understand the law of market failure and accept that most new ideas will fail.
  • Focus on building the right idea that the market cares about, rather than assuming success based on past accomplishments.
  • Use pretotyping to quickly and inexpensively test ideas in the market before fully investing in them.
  • Collect data from the market and rely on numbers instead of just opinions to evaluate ideas.
  • Test locally before scaling globally and be willing to fail fast and cheaply.
  • Be adaptable and open to feedback to increase the chances of success as an entrepreneur.

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