Is it nice to be your own boss? Not really. If you make a great product, will it spread via word of mouth? Probably not. Is your idea valuable? Unlikely. Steven Hoffman, CEO of Founders Space tells the honest truth about entrepreneurship and why 44% of businesses fail because they don't make products customers want. Crazy!

If you're getting ready to launch a company, or are considering it, listen to this first.

When I asked a startup friend about him, he immediately told me "oh yea, that guy is awesome!" His name speaks for itself. Hoffman has created many startups, both bootstrapped and venture-funded, and he obliterates the startup-bro, "just do it" advice.

Hoffman also talks about why going to the customer seems to be the answer for almost every startup challenge. Oddly, many startups fail to do this step correctly.