Chapter 11
How to learn what you don’t know you don’t know1
If you are an aspiring entrepreneur, despite your confidence in your nascent opportunity, there are – if you’ll admit it – a few things you know you don’t know about your idea and the customers who, if you are successful, will buy it.
What you know you don’t know
What do you know you don’t know about your idea and about customers’ likely response? You probably know you don’t really know at least a few important things:
- Whether customers, or enough customers, will buy what you propose to offer;
- Whether they will pay the price you think they will pay;
- Whether you’ve designed your goods or services in the best way to maximise their appeal, whether you have got the offering just right; ...
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