When Elon Musk unveiled his audacious vision to colonize Mars this week, commentators had as much to say about his hubris and lack or fear as they did about the plan itself. They remarked that Musk’s greatest strength is probably that he has never been afraid to fail. That’s just not true. Of course he…

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Take a look at this list of reasons startup founders give for failing. These are just some of them. The cost of customer acquisition, ahead of its time, wrong positioning, not enough income, no problem solution fit, wrong target market, low customer adoption, too early, not enough demand, no real audience and too much ego.…

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It was 10 am and the queue at the cafe serving coffee that’s less than 48 hours out of the roaster was ridiculously long. The line moved impossibly slowly, and yet not a single person left it to go to one of the many cafes that could serve them a forgettable drink in moments. Leaving…

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It’s impossible now to presume everything about your customers just because you know their age, sex and postcode. In a digital world, that enables ever increasing possibilities and choices, people are no longer constrained by location, age, or gender, and they are not so easy to put into a box either. It’s far more helpful…

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The couple at the cafe order two teas and one cake with two forks. The story the woman has told herself is that they are sharing the cake she ordered. Halving the damage. The guy quietly sips his tea as she slices the cake into squares and begins eating the smaller pieces, picking around the…

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