Page 14 - Transforming an Idea Into a Business with Design Thinking

Foreword

Entrepreneurs hate reading books. They want to do things. And fast. I know.
I am an entrepreneur. And that is exactly why most start-ups fail. Of course,
there are many factors that contribute to a start-up’ s demise, but chief
among them is when leaders jump to a solution without fully understanding
and appreciating the problem.

This is exactly why this book is needed – it is designed to provide a
checklist and a method for understanding (1) what users and customers
want, and (2) how to more fully comprehend the unmet need before launch-
ing a solution. Design Thinking has been around for a long time but only
recently has been accepted as an essential method for conceiving products
and solutions while empathizing with the user.

I am so glad to see that Mashhood, whom I have known for several
years in Silicon Valley, was able to view the essence of design think-
ing as applicable to any entrepreneur. Most books on entrepreneurship
focus on the mechanics of getting funding or the journey of an entrepre-
neur. Starting with the user of the solution as the focal point is exactly
how entrepreneurs should be thinking. This is the book to lead us in that
direction.

With precise techniques and methods, an entrepreneur can start to empa-
thize with the user. I am confident that if entrepreneurs read this book and
follow the cogent advice and method outlined by the author, we will see far
more start-up success stories – both in terms of finding the perfect product-
market fit and scale, and in terms of financial returns.

This book is a much-needed and relevant work – one of significant
importance in today’ s rapidly changing world. Regular jobs are disappear-
ing, and more and more people will be taking on entrepreneurial endeav-
ors to succeed.

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