Our Key Principles


Just do it

Market research has been mediocre at best to predict the success of new products or services. Example of false positives and false negatives abound.

Today you can launch new ideas often for less than the cost of market research. Just launch it and learn. The only thing you risk is success or precious learning that will be the springboard for your future projects.

 

You mostly regret what you have NOT done, not what you have done.

 

LIMITING THE DOWNSIDE

Most innovative projects or new companies fail. To be successfull you have to fail fast and economically so that you have enough capital and time for improvements.

Success is going from failure to failure without loosing your enthusiasm. W. Churchill.


Avoid fixed costs at all costs


As long as you are in the testing phase avoid fixed costs. This will buy you the time you need to make improvements and be sucessful.

 

A Dollar Saved Is Two Dollars Earned


Be Remarkable


Your new business should be unusual or extraordinary. It should attract attention from people and the media who will then market your business for you. We believe viral effects are not only an important marketing tool for new ventures but are also a test of your idea. Basically if you launch a good innovative idea people and the media will talk about it. If you don‘t think people will talk about your project to friends and colleagues it is probably not a good project.

 

Differentiate or Die