The 'build it and they will come' approach can prove disastrous for startups. No matter how tempting it is to think other people will love your idea as much as you do, your new product or service isn't going be a commercial success if there isn't a substantial market for it. "Fledgling businesses are often so caught up in the excitement of developing their product or service that it's hard for them to take a step back and really evaluate the commercial potential," writes Amy Shim. Here, she shares three top tips for building "realistic expectations" for the future of your business.
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