A lackluster response from potential customers doesn't mean you've failed -- it just means you've succeeded at understanding what the market doesn't want.
New product and service concepts are stifled by the process of taking them to market. If you can prove a demand, however, the next steps become much less intimidating.
The author of a new book tells how several inventive types tested their product's premise. A catchy concept won't score profits for a startup if no one wants the device.
