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Chapter Page
Prelude xi
Book Overview 1
Part I Hard Facts
1. The Law of Market Failure 13
Failure is Not an Option-Not! 14
The Law of Market Failure 15
Market Failure and Success Defined 16
Market Failure Statistics 18
The Success Equation 19
Too Smart to Fail? 21
Failophobia 24
Flop 25
2. The Right It 29
The Wrong It 30
Thoughtland 31
Hocus-Pocus Focus Groups 33
The Four Trolls of Thoughtland 37
Thoughtland and False Positives 43
Thoughtland and False Negatives 45
Escape from Thoughtland 49
3. Data Beats Opinions 51
Other People's Data 53
You Must Get Your Own DAta 57
Quick Recap 57
Part II Sharp Tools
Market Engagement Hypothesis 62
Say it with Numbers 66
Hypozooming 74
5. Pretotyping Tools 79
The IBM Speech-to-Text Example 79
Pretotyping 83
In Search of Pretotypes 86
The Mechanical Turk Pretotype 88
The Pinocchio Pretotype 95
The Fake Door Pretotype 104
The Facade Pretotype 117
The YouTube Pretotype 121
The One-Night Stand Pretotype 129
The Infiltrator Pretotype 134
The Relabel Pretotype 138
Pretotyping Variations and Combinations 142
What Makes a Pretotype a Pretotype 146
6. Analysis Tools 149
The Skin-in-the-Game caliper 149
The TRI Meter 158
Part III Plastic Tactics
7. Tactics Toolkit 175
Tactic 1: Think Globally, Test Locally 176
Tactic 2: Testing Now Beats Testing Later 181
Tactic 3: Think cheap, Cheaper, Cheapest 184
Tactic 4: Tweak It and Flip It Before You Quit It 187
8. Complete Example: BusU 195
Thinking Clearly About Our Idea 197
Time to Test 203
Analyzing and Iterating 208
A Lucky Break 212
A Few Notes About the BusU Example 218
9. Final Words 221
The Right It: A Recap 223
What to Build? 234
Acknowledgments 245
Glossary 249

The Law of Market Failure: Most new products will fail in the market, even if competently executed.

Using his experience at Google, his remarkable success as an entrepreneur and consultant, and insights from his lectures at Stanford University and Google, Alberto Savoia’s The Right It offers an unparalleled approach to beating the beast that is market failure.

Millions of people around the world are working hard to bring to life new ideas. Some of these ideas will turn out to be stunning successes that will have a major impact on our world and our culture: The next Google, the next Polio vaccine, the next Harry Potter, the next Red Cross, the next Ford Mustang. Others will be smaller, more personal but no less meaningful, successes: A little restaurant that becomes a neighborhood favorite, a biography that does not make the best-seller list but tells an important story, a local nonprofit to care for abandoned pets. At this very same moment, another group of people is working equally hard to develop new ideas that, when launched, will fail. Some of them will fail spectacularly and publicly: like New Coke, the movie “John Carter”, or the Ford Edsel. Others will be smaller, more private, but no less painful failures: A home-based business that never takes off, a children’s book that neither publishers nor children have any interest in, a charity for a cause that too few people care enough about.

If you are currently working to develop a new idea, whether on your own or as part of a team, which group are you in? Most people believe that they either are, or will be, in the first group-the group whose ideas will be successful. All they have to do is work hard and execute well. Unfortunately, we know that this cannot be the case. The law of market failure tells us that up to 90 percent of most new products, services, businesses, and initiatives will fail soon after they are launched-regardless of how promising they sound, how much we commit to them, or how well we execute them. This is a hard fact to accept. We believe that other people fail because they don’t know what they are doing. Somehow, we believe that this does not apply to us and to our idea-especially if we’ve experienced victories in the past.

Filled with detailed case studies, a lesson on creating your own hard data, a strategy for market engagement, and an introduction to the concept of a pretotype (not a prototype), The Right It is a groundbreaking, entertaining, and highly practical book delivers a proven formula for turning ideas, products, services, and businesses into successful endeavors.

As Alberto writes, “make sure you are building The Right It before you build It right”.