The Right It : Why So Many Ideas Fail and How to Make Sure Yours Succeed

Alberto Savoia experimented with The Right It process steps before writing this book! No wonder it turns out to be such an amazing product! This book is the unwritten, 4th part to the Lord of the Rings trilogy of startup and innovation books, along side Zero to One, The Lean Startup, and Innovation Stack. The author takes us through a journey of nurturing & testing an idea from ideation to pre-market decision. Replete with everyday, relatable examples and a set of practical, applicable, and easy-to-access tools & tips - the author helps readers take an idea critically, yet passionately from ideation to marketDivided into 3 sections, the book talks about "Hard facts" in the first, where we understand failure is very real and how to ensure we do not fail badly - think staying the rounds, but not knocked out. In the second section, "Sharp tools", the author offers a great list of practical hypothesis, pretotyping, and analytical tools to ensure we are closer to identifying if the idea is The Right It. In the final section, "Plastic Tactics", the author closes with universal principles for approaching testing with a simplistic and essentialist mindset, along with a real-time example, where we go through the process end-to-endOverall, I would recommend this book with my eyes closed and placing this as a re-read in my collection. Thanks to Alberto Savoia for providing us with The Right It!

Before writing a business plan, make sure that there is a business. I can't agree more. Read it before launching your product or venture. I wish i could get the book before my failed sojourn. Will be in my "Must Read" catalogue. Six 🌟 and above.

This book has been a great read. We started to use these pretotyping techniques in Design Sprint and it really opens up your brain to think differently and validate your ideas.

You wake up at 3 in the morning. You already know the drill because it's been several months since you've been sleeping well. You're worried. Yeah, because over a year ago, after a long conversation with your wife, you quit your job (okay, the boss wasn't the best, but the salary was more than acceptable), you spent a crazy amount of money, and you wholeheartedly dedicated yourself to YOUR business idea.And despite all that, the product you had in mind isn't working. You check Google Analytics, you see people coming in, but no one is buying. You can't find customers. You convert fewer people than a vegan at a BBQ.But hey... when 18 months ago you started asking around for opinions about your idea, everyone told you it was amazing. You had numerous lunches where, between sandwiches, you passionately explained what you wanted to build. Okay, maybe not everyone fully grasped it because, in the end, not everyone would be your target audience, but the overall feeling was super positive.And then just a few months later, you read on Wired about a company with a similar product to yours that had a mind-blowing exit. That got you all excited because it meant your idea had to work too. But a year has gone by, and there are no results. You skip social gatherings because you don't want to talk about how your project is failing. You're not sure, but maybe your wife has already started reaching out to some lawyers. And then a week ago, one night at 11:45, while everyone in your house was fast asleep, you sneak a peek at the Job Opportunities on LinkedIn.You start searching on Google for what to do in these situations. At some point, you even search for "best books for entrepreneurs." There must be a solution.You wake up, it's 7 in the morning, and a year has passed. You slept well, and you're excited to head to the office. As you're about to have breakfast, you grab your iPhone. You know you shouldn't check your phone first thing in the morning, but now the notifications from Stripe have become a sweet addiction. And they make you realize how immature your first product idea was.What was initially supposed to be a to-do list for "anyone in the world" has gradually taken shape. You realized that you can't serve everyone. You focused on a select group of people, starting with professionals in the industry you've worked in for a lifetime. And little by little, that to-do list transformed into a mobile app for field managers who need to capture the layout of products in their retail stores. Initially, you thought of a €1 B2C app. Now, you're selling a €35/month/per seat B2B app. You no longer pay attention to competitors, not because they don't exist, but because the only numbers that matter are your own.You get invited to give some speeches, something you enjoy doing, especially because you were practically on the verge of failure. You go to a university, and at the end of your presentation, a student asks you, "Which books should I read to start my own project?" You remember many of the results that Google presented to you just over a year ago, but there's only one book you truly recommend: "The Right It."

"The Right It" provides readers with a systematic and methodological approach to generating and testing new ideas. Savoia's expertise as a seasoned entrepreneur and innovator shines through in this thought-provoking guide that emphasizes the importance of proper idea validation. With his compelling insights and practical advice, Savoia equips readers with the tools they need to save time, money, and ultimately increase their success rate.From the outset, Savoia encourages readers to adopt a mindset shift. He challenges the common notion that the most critical aspect of innovation is developing the idea itself. Instead, he persuasively argues that the true determinant of success lies in identifying the right ideas to pursue—the ideas that have a higher probability of achieving desired outcomes. Savoia dubs this approach "pretotyping," a technique that focuses on validating ideas as quickly and inexpensively as possible.One of the book's greatest strengths is its emphasis on rapid experimentation (The 4F's: Fast, Frequently, Fun & Frugal). Savoia expertly guides readers through the iterative process of validating ideas, providing practical tools and frameworks to apply at every stage. He advocates for building pretotypes that simulate the core value proposition of an idea, allowing innovators to gauge customer interest and validate assumptions before investing substantial resources. This invaluable methodology allows for quick course corrections and minimizes wasted time and resources on ideas that may not resonate with the target audience.Savoia's writing style is accessible, engaging, and peppered with real-world examples and case studies that illustrate the concepts he presents. These stories offer concrete evidence of the effectiveness of the pretotyping techniques, making the book all the more relatable and applicable. The author's ability to break down complex concepts into digestible, actionable steps ensures that readers can easily implement this methodology.Furthermore, "The Right It" delves into the psychological and organizational barriers that often hinder innovation. Savoia addresses common misconceptions and biases that can prevent individuals and companies from objectively assessing their ideas. By shedding light on these obstacles, he empowers readers to overcome them and cultivate a culture of innovation and learning within their own organizations. Whether you're an entrepreneur, a product manager, or a team leader, "The Right It" provides a treasure trove of resources to help you navigate the challenging terrain of idea generation and validation.In conclusion, "The Right It" by Alberto Savoia is an indispensable guide for anyone seeking to improve their innovation process. By adopting Savoia's pretotyping methodology, readers can significantly increase their chances of success while saving valuable time and resources. The book's clear structure and real-life examples make it a must-read for innovators and organizations looking to stay ahead in today's rapidly changing landscape.

Fantastic detailed and actionable advice to test any ideas are ‘the right it’ before you invest the time and money on something that could be destined to fail.I’m pretty sure that all the failures I have witnessed would have been prevented following the approaches laid out in this book.Plain speaking tips to move from opinions and other ‘fuzzy’ data to measurable, trustworthy insights.

It is easy to follow, plenty of crystal clear examples and a real must to validate market hypothesis. It is a guarantee to have a better process in place when launching a startup

Alberto – I can't emphasize enough how important your book has been for both myself and my students. I teach at a master's UX program. This book has helped hundreds of them understand the laws of market failure, the importance of capturing skin-in-the-game, how to properly conduct measurable hypotheses (XYZ statements), and how to rapidly test their solutions in a matter of weeks with your pretotpying methods. We use your material in multiple classes now, including our Thesis Defense course which students leverage your tools to validate and defend their capstone project.I should also add – I've had dozens of students, current and former, reach out and tell me how profound your teachings are. Many of them have introduced pretotyping methods and evidence-based design to their own workplace. They love the book.I can't recommend TRI enough to other design professionals and teachers who are seeking to implement evidence-based design in their lessons and own professional work.