How does this recipe taste?

Say you have invented a recipe for a delicious lemon pie. Instead of making the pie itself, you tell your friend your recipe and ask her for her opinion on how the pie would taste.

Do this often enough and you won’t have any friends left.

Yet, this is precisely what we do with business ideas. We come up with elaborate ideas and pitch them to friends, investors and prospective customers. By doing so, we tell them all our recipe for lemon pie and ask them for their feedback on its taste.

The proof of the lemon pie is in the eating. The proof of a business idea is in how its product fares in the market.

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