Innovators have to deal with particularly insidious lies — things that people say that they believe are true, but actually aren’t.
Lie #1: Target customer, “Of course I’ll buy that.”
Lie #2: Product developer, “We’ll be ready to ship in six months.”
Lie #3: Salesperson, “Of course I can sell that.”
Lie #4: Senior executives, “We’re open to anything!
Read the whole Harvard Business review article here