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Entrepreneurial Thought Leaders (ETL)
Alberto Savoia (Google) - Build the Right It [ETL Looks Back]
Jan 29, 2025
Alberto Savoia, Google's first engineering director and the mastermind behind AdWords, shares invaluable insights into product development. He discusses the astounding 80% failure rate of innovations, emphasizing that success hinges on building the right product, not just building it right. Savoia introduces the 'pretotyping' method for validating ideas quickly and cost-effectively. He warns against premature feedback and the risks it carries, urging entrepreneurs to seek genuine market interest before heavy investment. This conversation is a treasure trove for aspiring innovators!
46:15
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Quick takeaways
- Alberto Savoia emphasizes the critical need to validate market demand before product development to avoid common innovation failures.
- The pretotyping approach allows entrepreneurs to efficiently test ideas in real-world settings, minimizing risk and resource investment in product development.
Deep dives
The Impact of Market Failure
Most new ideas and products fail in the market, even when executed competently, is a fundamental insight. Alberto Savoia emphasizes that this law of market failure applies universally, affecting not just startups but also established companies like Google. The reasons for failure can generally be categorized into three buckets: failure due to launch (poor marketing), failure due to operation (product issues), and failure due to premise (the market simply does not care). The most common source of failure is the last category, underscoring the critical importance of ensuring that the market genuinely wants the product before investing resources into its development.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode