Niall Cleaver

Startups, like math, have an order of operations.
 
 Do them incorrectly and your startup dies.
 Do them correctly and you can learn your way to success.
 
 First, the problem. The closer you are to the problem the better. Primary research generates the insights that chart the path forward.
 
 Then, solutions. Original insights about the problem illuminate potential solutions. Stay open minded. Novel solutions open doors to customers, talent and capital.
 
 Last, the market. Understanding if and how customers pay helps evaluate the viability of a solution. Willingness and ability to pay shed light on value.
 
 Be careful about the last step. Markets are dynamic and nuanced. Novel solutions can create new markets. Customers often struggle to price a novel solution. Technology, culture and regulations change.
 
 Over-index on the problem and solution. They will write the market narrative for you.