How to Build the Right Product with Alberto Savoia (ex-Innovator at Google)

Market Research, Skin-in-the-Game, Your Own Data, XYZ Hypothesis, Pretotyping, Flirting With Ideas.

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How to Build the Right Product with Alberto Savoia (ex-Innovator at Google)

I decided to start a video podcast. My guest is Alberto Savoia, the first Engineering Director at Google.

He's currently a lecturer at Stanford University. Alberto is also the author of the international bestseller The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed.

Here you can listen to our conversation:

Here are the top 9 actionable tips with additional information and resources:

1. Market Research: Ask for Skin-in-the-Game

Over 80% of new products fail. Alberto Savoia calls it “the law of market failure:”

”Most new products will fail in the market, even if competently executed.” - Alberto Savoia, The Right It

The primary reason is that people build something nobody needs. Meanwhile, many of these failures can be avoided.

It’s essential to understand that it’s much easier to open your mouth than to open your wallet.

When it comes to market validation, opinions (“It’s awesome”), encouragements (“Go for it!”), comments and likes on social media, and surveys are useless.

Your market research must include “Skin-in-the-Game Points,” which in “The Right It,” Alberto defines as:

Source: The Right It, Alberto Savoia

Paweł’s comment: In the book, Alberto mentions that you can adjust those points to your local currency. While doing so, don’t be too precise (e.g., €0.73).