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Inventors are by nature technically minded people. They like to invent useful things that no one else has done before. They mistakenly presume that because their invention is useful, it is desirable by the market. That is often where things go wrong in a start-up. The market does not always buy new inventions. That is why it is very important for entrepreneurs to be customer centric and ensure that their product is actually solving a problem that customers have, in a way that customers want. Customer centricity begins at the start of the business, not after the product is ready.

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