99% of business media stories on startups are essentially PR for the startup itself. This makes these stories a one-sided source of information on what it’s like to operate and grow a startup. While there are more and more discussions of mistakes, basically no one at Inc or Entrepreneur or anywhere else really will ever greenlight a debate on this or that failed startup unless, like Theranos, it ended in some massive ethical scandal. Failure is depressing, they say. Not me.

I’m honored to bring you a past episode, the first in a two-part interview with Professor Tom Eisenmann of the Harvard Business School (HBS). He and I chat about themes from his new book Why Startups Fail and how these patterns play out in the world of consumer packaged goods (CPG). In this episode, we discuss what to do when you have little business training, how unit economics evolve differently in CPG vs. tech startups, and how to prevent False Positives by doing just the right pre-revenue research.

Since joining the HBS faculty in 1997, Tom has led The Entrepreneurial Manager, an introductory course taught to all first-year MBAs, and launched fourteen electives on all aspects of entrepreneurship, including one on startup failure. Eisenmann has authored more than one hundred HBS case studies, and his writing has appeared in The Wall Street Journal, Harvard Business Review, and Forbes.

Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com

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