42% of new business failures are due to lack of market need. In this episode we talk about how you can get a good perspective of the market need early on in your journey – a huge advantage in finding your first customers. In the second half, we talk to Larry Trotter II, Founder of Inherent Security
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( 2:23 ) Why we start with desirability
( 9:21 ) Steps to take in the early work of market validation
( 16:30 ) A case study walk-through
( 33:15 ) A discussion of the early business journey with Larry Trotter II, Founder of Inherent Security.