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  1.7. Dr. Nathan Furr of INSEAD on the Process Trap (9 min.)

We've seen this pattern repeated so many times that it is tragic. But the real tragedy is that in many ways it wasn't the entrepreneurs' fault. The entrepreneurs were following the collective wisdom about how to be entrepreneurs. Indeed, the entire time, they were doing many good things. However, the problem is that they were acting on faith about what customers wanted; they were doing good things, but in the wrong order.