Good ideas are killing great companies.

A waste of money, brains, and time (WOMBAT) is guaranteed if your company thinks product first, market second.

  • The most useful tool in the creative act is a constraint.

  • Narrow problems do not support broad solutions.

  • The most expensive way to learn about the market is to enter it.

  • An expert is defined not by what they know, but what they say no to.

Every late-stage failure, every “pivot,” is a testament to this. When you’re wrong about the market, you cannot be right about the product, so why is innovation done this way?

The greatest book ever written about wombats.

Needs-Driven Innovation—inspired by Stanford University’s Biodesign—turns the typical innovation process on its head. Instead of failing with product-market fit, NDI discovers market-product fit. Every time.

Great read that makes an important, thoughtful, and proven process easier to understand and use.

So short I actually read it.

—The CEO

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Reversing the accepted dogma, NDI eliminates hidden WOMBATs so that every great market finds its great idea.