The two laws of building products

Mark Ridley
The Startup
Published in
8 min readFeb 7, 2018

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  1. If you can’t sell it, don’t build it
  2. If you can’t build it, don’t sell it

The single necessary and sufficient condition for a business, says MIT’s Bill Aulet, is a paying customer. But that’s not a sufficient requirement for a good business; instead, to use IDEO’s Tim Brown as a guide, we need to apply a ‘design thinking’ approach, finding the sweet spot of what is desirable to customers, technically feasible and commercially viable. Then we need to sell it, keep selling it and sell it some more.

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Mark Ridley
The Startup

Technologist, lean evangelist, chaos monkey and Chief Technology Prevention Officer. Loves good coffee, hanging around on ropes and driving about in cars