After product development, the most important task for any startup is attracting attention. And this is where most ventures fail. Shifting the focus from product features to the concerns of potential customers is harder than it looks. Based upon work with dozens of companies in technology, healthcare, and consumer products, this workshop outlines 10 places where companies fail and advice on how to make potential customers sit up and take notice, including case study examples and specific tips on how to learn from others’ mistakes so you have the option of not making them yourself.