A Start-Up's Definitive Guide to Failure : Learning from the Most Common Mistakes Founders Make

Introduction - Too little attention is paid to start-up failures worldwide -- The entrepreneurial mindset - I am not an entrepreneur -- Commercial and technical knowledge - Knowledge is so yesterday -- The idea - Why it is everything and the business concept is nothing -- The product – When customers (and markets) do not know what is good for them -- Customer needs - If customers don't understand what they need, it's their own fault -- Selling - Nobody needs marketing and sales -- The Team - Don't waste time with interpersonal issues -- Leadership - Finally, let´s live the power -- Investors - Money talks -- Taking care of yourself - Ignore yourself, focus on the business -- The bonus chapter - Socially and environmentally responsible business are overrated -- The end: A few words on a closing note -- Interview with Prof. Dr. Günter Faltin: How to fail as a founder.