The whole category in one page.
MOST NEW PRODUCTS FAIL BECAUSE NOBODY WANTED THEM, NOT BECAUSE THEY WERE BUILT BADLY
People acknowledge problems they will not pay to solve, so establish that a problem exists and that money will follow before building anything.
NEVER ASK WHETHER SOMEONE WOULD BUY IT — ASK WHAT THEY DID LAST TIME THE PROBLEM OCCURRED
Stated interest is free to give and consistently misleading. Prior expenditure of money or effort is the only reliable evidence.
CUSTOMERS WHO BUILT THEIR OWN WORKAROUND HAVE PROVED BOTH THE PROBLEM AND THEIR WILLINGNESS TO INVEST IN IT
BUILD THE MOST UNCERTAIN PART FIRST, BECAUSE IF IT CANNOT BE DONE EVERYTHING ELSE WAS WASTED
FILE OR PROTECT BEFORE YOU DISCLOSE, SINCE YOUR OWN PUBLIC DISCLOSURE CAN DEFEAT NOVELTY — AND AGREE IN WRITING THAT CONTRACTORS' WORK IS YOURS
PRICE ON VALUE RATHER THAN COST, BECAUSE COST SETS THE FLOOR AND LAUNCHING LOW ESTABLISHES A REFERENCE THE MARKET WILL NOT MOVE FROM
PROTECT DEVELOPMENT TIME EXPLICITLY, OR OPERATIONS WILL CONSUME IT INDEFINITELY — AND DO NOT JUDGE NEW WORK BY OPERATIONAL MEASURES IT CANNOT MEET
SET YOUR STOPPING CRITERIA IN ADVANCE, BECAUSE CRITERIA WRITTEN AFTERWARDS ARE ADJUSTED TO JUSTIFY CONTINUING
ASK WHETHER YOU WOULD START THIS TODAY KNOWING WHAT YOU NOW KNOW, WHICH REMOVES THE PULL OF WHAT HAS ALREADY BEEN SPENT
AND ANSWER EVERY IDEA SOMEONE RAISES INCLUDING THE ONES YOU REJECT, BECAUSE ONE IGNORED SUGGESTION SILENCES THAT PERSON AND EVERYONE WATCHING
