The Right It

Why So Many Ideas Fail and How to Make Sure Yours Succeed

By: Alberto Savoia

Narrated by: Roger Wayne

The law of market failure: Most new products will fail in the market, even if competently executed.

Using his experience at Google, his remarkable success as an entrepreneur and consultant, and insights from his lectures at Stanford University and Google, Alberto Savoia’s The Right It offers an unparalleled approach to beating the beast that is market failure.

Millions of people around the world are working hard to bring to life new ideas. Some of these ideas will turn out to be stunning successes that will have a major impact on our world and our culture: the next Google, the next Polio vaccine, the next Harry Potter, the next Red Cross, the next Ford Mustang. Others will be smaller, more personal but no less meaningful, successes: a little restaurant that becomes a neighborhood favorite, a biography that does not make the best-seller list but tells an important story, a local nonprofit to care for abandoned pets.

At this very same moment, another group of people is working equally hard to develop new ideas that, when launched, will fail. Some of them will fail spectacularly and publicly: like New Coke, the movie John Carter, or the Ford Edsel. Others will be smaller, more private, but no less painful failures: a home-based business that never takes off, a children’s book that neither publishers nor children have any interest in, a charity for a cause about which too few people care enough.

If you are currently working to develop a new idea, whether on your own or as part of a team, which group are you in? Most people believe they either are, or will be, in the first group - the group whose ideas will be successful. All they have to do is work hard and execute well. Unfortunately, we know that this cannot be the case.

The law of market failure tells us that up to 90 percent of most new products, services, businesses, and initiatives will fail soon after they are launched - regardless of how promising they sound, how much we commit to them, or how well we execute them. This is a hard fact to accept. We believe other people fail because they don’t know what they are doing. Somehow, we believe this does not apply to us and to our idea - especially if we’ve experienced victories in the past.

Filled with detailed case studies, a lesson on creating your own hard data, a strategy for market engagement, and an introduction to the concept of a pretotype (not a prototype), The Right It is a groundbreaking, entertaining, and highly practical audiobook that delivers a proven formula for turning ideas, products, services, and businesses into successful endeavors.

As Alberto writes, “make sure you are building The Right It before you build It right”.

Supplemental enhancement PDF accompanies the audiobook.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2019 Alberto Savoia (P)2019 HarperCollins Publishers

Wish I knew about this concept 2 years ago.

While it’s not too late for our concept, it would have provided a scientific method of acquiring our “Your Own Data” (YODA).

Since we’ve had a few false starts, I can now classify most of those as YODA.

You can validate ideas without spending a fortune

found it incredibly insightful, especially the concept of pretotyping as I started my journey in the product management

Must read

I throughly enjoyed the book. This is full of quality gems. I am getting a physical copy and will listen the book again to make notes. Thank you Alberto, thank you so much. You’ve helped me avoid a big pitfall

Great practical tips to test your hypothesis

I enjoyed the book and I look forward to using the tools and frameworks to validate my hypothesis. Time to get out of ‘thought-land’ and analysis paralysis.

Actionable insights!

Very good book. Lots of detail and actionable insights. Definitely a book I’ll recommend to friends looking to start a business. Wish I had found this book years ago.

Fantastic, Inspiring very well written

One of the best books I’ve listen, if you are into innovation this is a must!
Really inspiring book 👍🏼👍🏼

A bit too long and repetitive

A bit too long, doesn’t offer much more over 1 hour lecture author gave at Stamford

Practical advice and defines common language

I’m an entrepreneur from the engineering world who have had a hard time to clarify marked potential before building a product. This book gives some clear advice on this AND I will recommend his YouTube channel as Alberto has some amazing and engaging videos. After reading the book I saw his videos on YouTube and it was great complementary content. 5/5

Awesome short book

I love the healthy skepticism of quite obviously flawed market norms. I work in medical devices, the type of market prototyping (prototyping) he describes here is more difficult in my field for ethical and legal reasons, but not impossible. These thoughts have got me thinking and altered the way I engage market research. I recommend this to everyone, but especially the engineers who need to be able to work with and engage their marketing department.

Great listen !

Really got caught up in the ideas presented. Really simple - yet so effective. It’s a must listen if you ever think you have an idea !!!