From Idea to Market Reality
Course Objective
By the end of this course, you will be able to:
- Distinguish ideas from viable businesses
- Identify whether a real market exists
- Stress-test your idea using evidence, not enthusiasm
- Decide whether to proceed, pivot, or abandon—confidently
MODULE 1 — Why Most Startup Ideas Fail Early
Lesson 1.1: Ideas Are Not Scarce — Viability Is
Most people who want to build a startup already have ideas.
The problem is not creativity. It is discernment.
An idea becomes dangerous when it is:
- Emotionally appealing
- Socially validated
- Untested by reality
Encouragement is cheap. Markets are not.
Founders fail early when they mistake:
- Interest for demand
- Praise for commitment
- Intuition for evidence
The goal of this course is not to motivate you—it is to protect you from self-deception.
Lesson 1.2: The Three Invisible Failure Modes
Most failed ideas share at least one of these:
1. Assumed Demand
“I would use this” is not evidence.
Markets do not care who you are.
2. Vague Problems
“Productivity,” “wellness,” and “AI-powered” are categories—not problems.
3. No Structural Advantage
If anyone could build this tomorrow, why hasn’t it already won?
If your idea survives scrutiny here, it deserves further work.
Entrepreneur Edge 