In this episode of The Authority Playbook, host Jeff Brandeis sits down with Dr. Noga Guz, business consultant and PhD in entrepreneurship and innovation, to explore how entrepreneurs can determine whether a business idea has real market potential before investing significant time, money, and resources.

Drawing from her own entrepreneurial setbacks and years of research, Noga explains her structured go/no-go validation process, including how to identify real customer needs, define the right market niche, analyze competitors, uncover critical flaws, and determine whether an idea can actually be monetized.

• (00:00:00) - The Authority Playbook
• (00:01:39) - What Did Your First Entrepreneurial Failure Teach You?
• (00:02:28) - In the Elevator With My Partner
• (00:04:06) - What is it that entrepreneurs learn from their failures?
• (00:06:06) - What Kind of Questions Do Entrepreneurs Need to Ask Before Starting?
• (00:12:09) - The Authority Playbook
• (00:13:24) - What Do You Do About New Ideas?
• (00:16:47) - The Go No Go Validation Process
• (00:19:36) - How to Tell When the Business Is Not Viable
• (00:23:07) - What is the MPP?
• (00:24:08) - The Authority Playbook
• (00:29:50) - What is the No Go Startup?
• (00:31:15) - How to Get Out of the Trap of Research, Communication and Investment
• (00:35:33) - The Authority Playbook
• (00:37:59) - What's Your Most Successful Business Story?
• (00:40:18) - How to Enhance Your Networking
• (00:45:41) - Jeff Brandeis: The Right Product for the Right Market