CHAPTER 3

Deliberate

To do or not to do?

New ideas pass through three periods: (1) It can’t be done. (2) It probably can be done, but it’s not worth doing. (3) I knew it was a good idea all along!

—Arthur C. Clarke

Eureka!

You think you have found an idea that can change the world …

Great!

Now, what next?

This question befuddles many product managers and entrepreneurs alike. How should we decide if the cool new technical idea is really a great product idea worth pursuing? Should we conduct market research first and gauge the market opportunity, or should we simply go out and build the product before a competitor gets a whiff of it? How do we convince the upper management to fund this great idea? Or, should we try to build something on the side ...

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