Every year, thousands of products enter the market as massive attempts of entrepreneurs looking to captivate millions of customers around the world. According to Tom Evans, more than half of these goods and services do not succeed at all. He shares the main reason why they fail and tells about the most common mistakes people make when trying to sell or offer a new product. In order to be ahead in the business, he suggests key elements that can assure a favorable outcome, explaining the dynamic model for discovery within a specific market, which entails aspects such as the market problem, the product, the business model pursued, and the market strategy.