9 Do your research

“The more that you read, the more things you will know. The more that you learn, the more places you’ll go.”

Dr Seuss

There used to be a sign pinned to the wall in the business section of The Sunday Times newsroom. It read: “Assumption is the mother of all f**k ups.” It was a reminder to journalists and sub-editors working on the section to check every fact before allowing it to go in the paper. Dates, place names, titles, everything had to be checked and no-one should ever assume something was true just because it sounded like it might be.

That sign should be pinned to everyone’s wall. One of the reasons why projects fail is because people didn’t do their research properly. They didn’t check how big the market for bespoke ...

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