During the Christmas period, I read Eric Ries's: The Lean Startup book. It was recommended by one of my university peer whom I approached with the Big One. I enjoyed reading it very much and I had a lot 'hmm moments'. Although this book mainly concentrates on the IT startups, the learning cycle and the business growth strategy could be useful for other types of businesses. The idea that hit me hard was that you better not to take it granted that the product or service what you perceive to be good is what the customers really need and they are happy to pay for. I guess it is a common trap for new entrepreneurs who are in love with their ideas, like me. The book highlighted the necessity of building up a direct relationship with the future customers in order to get to know their experience, perceptions, wants, etc. Also, the book argued to leave enough place and funding for alternatives if during the market research or the pilot launch period your hypothesis about the pr