Discover why 80% of new ideas fail—even with perfect execution—and how to test market desirability before wasting time and money. Alberto Savoia, Google's first Director of Engineering who launched AdWords, reveals the pretotyping method he developed as Google's Innovation Agitator. Learn the XYZ hypothesis for turning fuzzy ideas into testable assertions, the YODA framework for collecting data that predicts success, and skin-in-the-game validation techniques that reveal real market interest. Author of The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed. Essential listening for entrepreneurs, product managers, and innovators who want to build the right product before building it right.

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