Understand Threats

famous fails yellow paper balls
Famous Fails happen to the best. Startups and Corporates get outcompeted by incumbents or traditional competitors that adapt much faster to the changing way of doing business.

Table of Contents

Famous Fails

Even industry visionaries got outcompeted by others that adapted faster to the changing way of doing business. Most companies have brilliant expertise in this home-market but little understanding about cross-industry threats
  • “500 dollars? Fully subsidized? With a plan? I said that is the most expensive phone in the world. And it doesn’t appeal to business customers because it doesn’t have a keyboard. Which makes it not a very good email machine.”
  • “I don’t really worry so much about [AWS], to be very blunt with you. … – We need to worry about ourselves. We’re in a great position.” / Source 
  • “VOD is further off than we thought it was. We keep monitoring all this stuff, and when it looks like a sustainable profitable model, we can get into these things” / Source 
  • “Screw the Nano. What the hell does the Nano do? Who listens to 1,000 songs?” / Source
  • “You can’t get your hand around it, No one’s going to buy that”
  • Jobs said when Samsung and Google came out with phones larger than the 3.5” original iPhone / Source
  • “Neither RedBox nor Netflix are even on the radar screen in terms of competition. It’s more Wal-Mart and Apple.” / Source

Reasons For Failure

According to analyst CB Insights, these are the main drivers for failure. 

Cost Of Failure

The cost can vary from a few hundred thousand dollars to a hundred million.

C84 Checklist

The C84 Checklist tells us about adoption rates for your idea. The 8 Questions to identify the roadblocks between your product and market success.

Few Dependencies

Physical Infrastructure - Relying upon others laying the groundwork, you might wait a long time for change to happen.
Business Infrastructure - Same applies for business infrastructure, where others may rule the pace.

Few Decision Makers

Multiple decision makers can ruin the ability to decide & move fast

Relative Advantage

Need and Performance - Fighting for attention, you need to stand out to be seen.
Little Behavior Change - Behavior change is difficult to rush.

Low Perceived Risk

Speedy Sales & Use Cycle - Speedy Use- and Sales-Cycles mean there are more entry points for new ideas.


The invention of the first domestic sanitary installations is attributed to the Indus Valley settlements Harappa & Mohenjodaro 2500 bC. However, the actual dissemination of this undisputedly very good idea did not take place until the middle of the 19th century. Click the red icon to read more about it.


The spread of radio in the USA was successful. In 1920 the first commercial radio stations were launched. By 1922, there were already 600 radio stations. In 1930, 60% of all U.S. homes had a radio. Radio became the first electronic "mass medium" technology, Click the green icon to read more about it.

We provide you with an overview of the industry overall, the local target market size, opportunity, and ideal customers and partners with respect to your product. We identify information on customer preferences and needs and tell you how customers buy and why they buy.

What is the size of the market?

What unique need does your product/ services meet? How much are customers willing to pay for it? Is this a price-sensitive commodity or premium product?

Who are the other key players?

What is the gap un-serviced by current players? What is the available market for you? How is your product different from the competition?

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More To Explore

Understand Threats

Famous Fails happen to the best. Startups and Corporates get outcompeted by incumbents or traditional competitors that adapt much faster to the changing way of doing business.

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Target Market Sizing is necessary for business and marketing planning, and budgeting for all startups, especially when seeking third-party financing.

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NABC method by the Stanford Research Institute

The NABC method was developed in the USA by the Stanford Research Institute as a tool used for the development, assessment, and presentation of ideas. Using the NABC method requires a thorough knowledge of the value proposition. It is part of the plan itself to generate relevant and specific questions

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Cyber Defence

HP has been leaning on cinematic creative to wow audiences. The movie centres heavily on cyber warfare and espionage.

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stop guessing – start listening

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