In today’s world, there are a number of thriving companies. There are, however, many more companies that don’t end up thriving. Don’t you ever question why? The most common reason for these entrepreneurial failures is a lack of sufficient market validation and market validation mistakes. There are many peer-reviewed studies compiled by the Product Development and Management Association (PDMA) that illustrates about half of all product development projects fail; this failure rate is especially much higher in smaller and startup companies. Now, how can companies avoid this failure? The answ...