How the most successful B2B startups came up with their original idea

A great business idea isn’t enough. You need to quickly and cheaply test your assumptions to establish whether your product meets the needs of a market and fills this niche well enough for people to pay for it. The early days of a startup should involve constraint testing, tweaking and learning with the ultimate goal of discovering product/market f

Many new ventures succeed because their founders see a new way to segment and target an existing market, often in behavioural terms. Doing so enables the entrepreneurial venture to target a behaviourally defined segment with benefits suited uniquely to that segment, benefits not offered by existing solutions.