Novel but certain





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Published on Aug 31, 2016

Investors like the excitement that comes with invention and innovation. Many creative products and services have improved lives, or at least been incorporated into enough lives to make for massive success stories.

Meanwhile, investors want to make money investing, and the truth is that most innovations fail to find enough customers to survive. It is said that 90% of startups fail, and more often than not, that is due to lack of customers.

The result is a Catch-22, with investors seeking companies guaranteed to succeed, yet being attracted to those with more innovation. What's an investor to do?


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