Annotation
If the founders of Google, PayPal, or Starbucks had stuck to their original business plans, we'd likely never have heard of them. Instead, they made radical changes to their initial models, became household names, and delivered huge returns for investors. How did they get from their Plan A to a business model that worked? Why did they succeed when most new ventures crash and burn?
Author Notes
John Mullins (right) is the author of The New Business Road Test and an associate professor of management practice at London Business School. Randy Komisar is the author of the Monk and the Riddle, a partner at Kleiner Perkins Caufield Byers, and a lecturer on entrepreneurship at Stanford University.