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And thanks for listening. Welcome to the HBO Ideacast from Harvard Business Review. I'm Sarah Green Carmichael. So you've quit your job because you've quit your job because you have such a fantastic startup idea.

You're really confident in what you've invented,

and now you just have to figure out a strategy

for how to make money.

Easy to assume that you will be disrupting everything because that's what people do nowadays right they disrupt

Well actually our guest today says if that's your assumption you might be selling yourself short.

For any given idea there are a myriad of strategies that can be pursued

and it's very hard to determine which one is the best strategy right at the outset.

That's our guest Joshua Gantz. He got together

with a few other researchers to develop a framework that would help startup founders

make sense of all their options. He's here to explain what those options are and how to pick one.

Joshua is a professor at the University of Toronto's Rotman School of Management and he's the co-author of the HBR article, Do Entrepreneurs Need a Strategy?

Well, Josh it! Well Joshua, thank you so much for making some time for us today.

Ah, happy to be here.

What is it that you see entrepreneurs most often getting wrong when they're in this process of trying to

choose a business strategy and just trying to get their business off the ground.

There's other two errors that get made. One error is the sort of search for the one true strategy

that will fit everything. And there is no one's true strategy because your ideas

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