Why read The Right It?

Book cover of The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed

Book description

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…

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Why read it?

2 authors picked The Right It as one of their favorite books. Why do they recommend it?

John Mullins

Author

In his years leading innovation efforts as Google’s Director of Engineering, Savoia learned that what you really need to figure out if your newfangled idea will sell is YODA: Your Own DAta.

Conventional market research simply isn’t going to cut it, as the Law of Market Failure (that the vast majority of new products and new ventures fail) is brutal. You need to know how customers will react to the thing you are trying to build.

I love the ingenuity of the methods Savoia reveals, including ‘’pretotyping” (to test product-market fit) before you build a prototype, to name just one.…

From John's list on The best books to enhance the success of your entrepreneurial journey.

Étienne Garbugli

Author

The Right It is a short book filled with useful tips for testing and validating innovative new products.

It builds off Alberto Savoia's work at Google and his learnings helping hundreds of entrepreneurs build products. Although the content must have felt more innovative when it came out, I enjoyed the book's narrative and simplicity.

From Étienne's 3 favorite reads in 2023.