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!

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