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Tag: Roger Martin

What Needs to be True for Your Company to Succeed?

December 8, 2020 Eric Marcoullier and Megan Hanson

The mark of a great business is product/market fit — successfully selling to the market is far easier said than done. What *is* much, much easier is proving that a business idea is a bad one. You start with the question “what needs to absolutely be true?” and see if you can quickly prove one or more of them false.

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