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9 out of 10 startups fail because their solution has no market fit. The secret of success is the “discovery” (or “pre-development”) phase. The discovery phase is meant to eliminate risks such as a lack of market demand, unexpected expenses, and the possibility of not being able to pay for them. It helps companies understand their customers better and roll out products that will actually solve their customers’ problems. The discovery stage is suitable for products in any industry and of any complexity.