At last, for a generation that’s obsessed with the Silicon Valley, unicorn side-hustle story, yet can’t find a paying customer to save their lives, comes Startup Smarter. Joe Johnson’s Startup Smarter framework addresses the main reason most businesses fail. That reason is that we too often create products and services that WE are passionate about, but unfortunately our customers are not. This book helps improve your chances of building successful products and services by helping you place the customer’s needs at the core of whatever you’re working on. Simply ask them, and they will often tell you exactly what’s missing from the marketplace and how you can fill the gap. Thankfully, there isn’t a shortage of customers that are willing to prepay for solutions that you can create to solve their problem. This practical approach to launching products and services, that customers love, is delivered in a clear, step-by-step manner