If You Build It Will They Come?: Three Steps to Test and Validate Any Market Opportunity

Why do 65 percent of new products fail? In today's hyper-competitive market, companies too often misjudge demand. They either perform too little of the necessary market research, misuse the data they do collect, or neglect to integrate their research into product development. Amazingly, many companies get their market insights during or after their product's failure. It doesn't have to be this way!

If You Build It Will They Come lays out a complete system for objectively assessing a market b...