How Not to Fail: 10 essential lessons from bringing 
100 startups to market over 20 years

Too many good ideas fail.

My mom died too young of a cancer that my doctor friends say shouldn't have killed her.

Ten years later I started working with a company that might have been able to save her life. But now I know she almost certainly would have ignored them if she'd come across them back then.

It's not that my mom didn't want to live. It's just that, like all of us, she was terrible about knowing what to notice and what to ignore. There's just too much stuff out there.

And this is the...