Most ideas don’t fail because they were bad.

They fail because no one checked if they were good.

A few years ago, I watched a company spend six figures and 12 months building a product that flopped in two weeks. Why? They assumed customers wanted it. They assumed people would pay for it. They assumed a lot of things.

And they were wrong

The real cost of bad ideas isn’t just money. It’s wasted time, lost opportunities, and creative exhaustion. And in a world where speed matters more than ever, bad ideas aren’t just expensive, they’re dangerous.

Why Most Businesses Fail (It’s Not What You Think)

Most businesses don’t lack ideas. They lack a way to separate the good ones from the bad.

The best product builders don’t just guess and build. They:

1. Find real problems first: They listen before they create.
2. Identify risky assumptions: They ask: “What could make this fail?”
3. Test before they commit: They validate before they invest.

It’s not about avoiding failure, it’s about failing before it costs you everything.

The best founders, designers, and creators aren’t idea machines. They’re idea editors.