

Seven lessons I learned from the failure of my first startup - casca
http://therenaissancegeek.blogspot.com/2014/08/seven-lessons-i-learned-from-failure-of.html

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I think it is almost impossible to judge your own business idea correct. 
Either you are to optimistic because you spent so much time with the idea and
became a fan of it.  Or you shoot all your own ideas down.  Also i do think
design can be important.  But of course it can't help if the problem is
somewhere else too.