A lean, mean, “Startup” machine

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Biases are dangerous things because they are so transparent to our own minds. This is quite obvious when you wish to start up a totally new business and think you know what people demand and what you can supply.

"Excuse me,” Priyesh cornered a mother who was pushing a stroller in a mall. “My friend and I are trying to start a business and we hope you can help us by answering a few questions. It will just take two minutes." I stood beside him, with my notepad and pen, ready to take notes.

"When was the last time you bought anything for your baby?" he asked.

"Yesterday, I think,” she replied. “It was some toys."

"How did you decide which toys to buy?"

"We either research on our own on the internet or we just go with a brand we trust."


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