The Right It

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Alberto Savoia. The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed. Harper One. New York. 2019.

Contents

Prelude

Book Overview

Part I: Hard Facts

    1. The Law of Market Failure
    • Failure Is Not an Option-Not!
      • Failure is the most likely outcome.
    • The Law of Market Failure
      • Most new products will fail in the market.
      • They will fail even if competently executed.
    • Market Failure and Success Defined
    • Market Failure Statistics

    • The Success Equation

    • Too Smart to Fail?
    • Failophobia
    • FLOP
      • Failure due to Launch
      • Failure due to Operations
      • Failure due to Premise
    • Make sure you are building The Right It before you build it right.
    1. The Right It
    • The Wrong It
    • Thoughtland
    • HOCUS-POCUS FOCUS Groups
    • The FOUR Trolls of Thoughtland
      • The Lost-In-Translation Problem
      • The Prediction Problem
      • The Skin-in-the-Game Problem
      • The Confirmation-Bias Problem
      • When the Trolls Team Up
    • Thoughtland and False Positives
    • Thoughtland and False Negatives
    • Escape from Thoughtland
    1. Data Beats Opinions
    • Data
      • Freshness
      • Strong relevance
      • Known provenance
      • Statistical significance
    • Other People's Data
    • You Must Get Your Own DAta
    • Quick Recap

Part II: Sharp Tools

    1. Thinking Tools
    • Market Engagement Hypothesis
    • Say It with Numbers
      • XYZ Hypothesis
      • At Least X% of Y Will Z
      • Venture into the Unknown
      • XYZ Hypothesis Examples
    • Hypozooming
      • Target Zooming Y -> y
    1. Pretotyping Tools
    • The IBM Speech-to-Text Example
    • Pretotyping
    • In Search of Pretotypes
    • The Mechanical Turk Pretotype
      • Example: Fold4U
    • The Pinocchio Pretotype
      • Example: The PalmPilot
      • You Say Proto, I Say Preto
      • Example: Smart Horn
      • Example:Smart Speaker, or Voice-Controlled Assistant
    • The Fake Door Prototype
      • Example: Antonia's Antique Bookstore
      • Example: A Guide to Squirrel Watching
      • More on the Ethics of Fake Pretotypes
    • The Facade Pretotype
      • Example: CarsDirect
      • Example: Antonia's Antique Bookstore Revisited
    • The YouTube Pretotype
      • Example: Google Glass Explorer Edition
      • Example: The Smart Horn Revisited
      • Example: The Portable Pollution Sensor Revisited
      • Example: FeeBird
      • Return on Pretotype Investment
    • The One-Night Stand Pretotype
      • Example: Virgin Airlines
      • Example: Airbnb
      • Example:Tesla's Pop-Up Showroom
      • Test a Little Before You Invest a Lot
    • The Infiltrator Pretotype
      • Example: Walhub
    • The Relabel Pretotype
      • Example: Second-Day Sushi
      • Example: Book Covers
    • Pretotyping Variations and Combinations
      • Example: The Live Demo Pretotype
      • Example: The Morsel Pretotype
    • What Makes a Pretotype a Pretotype
    1. Analysis Tools
    • The Skin-in-the-Game Caliper
      • Example: The Tortell-o-matic
      • Example: A Tale of Two Teams
    • The TRI Meter
      • Example: Second-Day Sushi
      • How Much Data Do You Need?
      • Interpreting the TRI Meter

Part III: Plastic Tactics

    1. Tactics Toolkit
    • Tactic 1: Think Globally, Test Locally
      • Say It with Numbers: Distance to Data
    • Tactic 2: Testing Now Beats Testing Later
      • Say It with Numbers: Hours to Data
    • Tactic 3: Think Cheap, Cheaper, Cheapest
      • Say It with Numbers: Dollars to Data
    • Tactic 4: Tweak It and Flip It Before You Quit It
      • Tweaks Beat Pivots
    1. Complete Example: BusU
    • Thinking Clearly About Our Idea
      • The Original Idea
      • Market Engagement Hypothesis
      • XYZ Hypothesis
      • From XYZ to xyz
    • Time to Test
      • Choosing Our First Pretotype
      • Executing Our First Pretotyping Experiment
    • Analyzing and Iterating
    • A Lucky Break
      • From New Data to New Decisions
      • What's Next?
    • A Few Notes About the BusU Example
    1. Final Words

    • The Right It: A Recap

      • A Review of the Hard Facts
      • A Review of the Sharp Tools
      • A Review of the Plastic Tactics
      • There Are No Guarantees
    • What to Build?
      • Make Sure It's The Right It for You
      • Make Sure It's The Right It for the World
      • Go for the Right Right It

Acknowledgments

Glossary