The Myth of the Idea and the Upsidedown Startup

Synopsis of The Myth of the Idea and the Upsidedown Startup

«The Myth of the Idea and the Upsidedown Startup» is Newton M. Campos's business essay, in paperback (162 pages, in English).

The author questions the myth that a great idea is the necessary first step to creating a successful startup. He argues that execution, based on available resources and contacts, is the key. With real cases and concepts such as Design Thinking, Effectuation, and Lean Startup, he proposes an 'inverted' path to entrepreneurship.

First edition, published by CreateSpace Independent Publishing Platform in 2015, with black-and-white illustrations.

Useful for university students and entrepreneurs interested in understanding the role of execution versus the business idea.