Dave Lavinsky is a serial entrepreneur who built his own company from the ground up. His book, Start at the End, was a #1 Bestseller on Amazon just one week after it was released.
Rowan Norrie's insight:
Starting at the end is great advice. You need to know your obejctives and where you are going. One great TRIZ tool is the Ideal Final Result (IFR), which is the optimal product that maximises value for the customer and minimises cost and waste. The IFR may be unrealistic, but it forces you to stretch your thinking beyond the normal confines
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