Good ideas are killing great companies. A waste of money, brains, and time (WOMBAT) is guaranteed if your company thinks product first, market second. Every late-stage failure, every pivot, is a testament to this. When you're wrong about the market, you cannot be right about the product, so how do we fix this fundamental error? Needs-Driven Innovation (NDI)-inspired by Stanford University's Biodesign program-turns the typical innovation process on its head. Instead of failing with product-market fit, NDI discovers market-product fit. Every time. Reversing the accepted dogma, NDI eliminates hidden WOMBATs so that every great market finds its great idea.

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