The Right It

In The Right It, Alberto Savoia challenges the common assumption that hard work and competent execution guarantee success. Drawing on his experience at Google, his achievements as an entrepreneur and consultant, and insights from speaking at Stanford University, Savoia presents a compelling case for why up to 90 percent of new products, services, and initiatives fail in the market - even when executed perfectly. By illustrating the stark contrast between groundbreaking successes and spectacular failures, the book provokes readers to reexamine their strategies when launching new ideas. Savoia uses detailed case studies and introduces the concept of a pretotype - an essential precursor to traditional prototyping - to demonstrate how gathering hard market data early on can be the key to ensuring that you're building the right idea, not just building it right. Entertaining, practical, and deeply insightful, The Right It provides a proven formula for transforming ideas into successful ventures. As Savoia wisely advises, "make sure you are building The Right It before you build It right." This thought-provoking guide is an invaluable resource for anyone ready to face the challenges of bringing their visions to life.