"At this very moment, millions of people around the world are working hard to bring to life. A handful of these ideas will turn out to be stunning successes and will have a major impact on the world and culture. The next polio vaccine, the next Google, the next Harry Potter. Others will become smaller, more personal, but no less meaningful successes...Most people believe that they either are or will be in the first group—the group whose ideas will be successful. All they have to do is work hard and execute well. Unfortunately, we know that this cannot be the case. Most new products, services, businesses, and initiatives will fail soon after they are launched—regardless of how promising they sound, how much their developers commit to them, or how well they execute them. This is a hard fact to accept. We believe that other people fail, because they don’t know what they are doing…just as I had reached new heights of confidence and hubris, the Beast of Failure wrapped its tentacles around me and bit me in the ass…I could lick my wounds or bite back. I decided to bite back. Failure became my nemesis. Defeating it, my obsession. Teaching others how to defeat it, my mission.”– The Right It: Why So Many Ideas Fail and How to Make Sure Yours SucceedAlberto Savoia was Google’s first engineering director and is currently Innovation Agitator Emeritus, where, among other things, he led the development and launch of the original Google AdWords. He is the author of The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed, a book that provides critical advice for rethinking how we launch a new idea, product, or business, and gives insights to help successfully beat the law of market failure: that most new products will fail, even if competently executed.He is a successful serial entrepreneur, angel-investor and an expert practitioner in pretotyping and lean innovation. He is based in Silicon Valley where he teaches his uniquely effective approach to innovation at Google, Stanford. He has also taught and coached many Fortune 500 companies, including Nike, McDonald’s, and Walmart, as well as the US Army.www.albertosavoia.com https://harperone.com/9780062884671/the-right-itwww.creativeprocess.info www.oneplanetpodcast.orgInstagram @creativeprocesspodcast