Oh, it seems so simple and obvious: Don’t set yourself up for failure by trying to do something that won’t work. Yet we see it happen again and again with startups. How do you decide it won’t work? Seth Godin gives some examples of situations where failure should be self-apparent:
- If you don’t have the money to do a full-scale TV campaign that’s going to work, you shouldn’t choose TV.
- If your are starting a restaurant in a neighborhood where people don’t go out to lunch, don’t promote a lunch menu.
- If you don’t have access to a lot of capital, don’t start a business that requires it.
If you have doubts about your plan, here’s where consulting with others in advance can help you avoid a flop. Stay away from people who are always nay-sayers. But do seek the counsel of rational thinkers who know a thing or two about business success. One good source for business startup advice is the volunteers at SCORE (Service Corps of Retired Executives).