However good the idea sounds.
However many family and friends agree.
The only true validator is the market itself.
It’s stomach churning to see so many appear on Shark Tank or Dragon’s Den, who’ve invested life savings or remortgaged their homes to invest in their idea – to boldly admit they haven’t even asked the market if it wants what they’re offering.
Forgetting their business isn’t about them, they’ve sadly found the fastest way to fail.