The number one company killer is lack of market. A great team becomes a sort of self-fulfilling prophecy when you're in a great market. But if you don't have customers that are yearning for a product to satisfy their need, it doesn't matter how great your product is. The first company that comes to mind when i think of failure because of a bad market is magic leap. It's been around two thousand ten and raised three point five billion dollars. Its burned billions of dollars on r and d. And the most recent rays pegged magic leap at two billion dollars in value,. from its peak of a six point seven billion dollar valuation.