Garage based startups are the exception

We all love the story of the passionate inventor(s) who set up in their garage and invent a world beating new product.  

Sometimes they do, but it is a whole lot harder than the common myths. Here’s why.

Products and services firstly need to serve the needs of the customer – seems kind of obvious and it is.

Next the product needs to fit in with the way the customer does things – whether it is a physical use or a work flow process.

The product also needs to work with and integrate with the way the customer does other things (tasks or physical actions).

Finally the product needs to fit in with the larger world, whether it is an operating system or regulations and standards.

Let me give a couple of examples.

A new piece of software needs to fulfil its required purpose, it needs to be easy to use, it needs to be compatible with other software, then it needs to export and import from other external client’s files, and it needs to work properly on the current version of the major operating system (Windows, Linux, etc.)

A new sofa also follows the same rules. It has to function as a sofa, the height and depth of the seat needs to suit the customer (e.g. a tall sofa will be uncomfortable for shorter people), it needs to fit in with the other furniture, it needs to fit through a standard size door and up standard staircases, it needs to meet government standards and regulations on flammability, etc.

Ultimately this means that bringing a new product to commercialisation and successful marketing is the result of the input of a lot of separate skillsets and experiences. An individual with great depth of experience may be able to pull something off, but the odds favour a group.

All I can say is - ask for help!  It’s a group endeavour.