You are listening to the 10 minute entrepreneur podcast with host Sean Castrina.

Okay, I'm excited about today's podcast. I have an author of the upcoming book

Hypernomics. He's going to tell us how he uses hidden dimensions to solve

unforeseen problems or probably how we can, we can use hidden dimensions to solve unforeseen problems are probably how we can we can use hidden dimensions to solve unforeseen

problems in our businesses. Doug Howarth, great to have you on the podcast today.

John, thank you so much for having me on. I really appreciate it.

All right, fancy word, hypernomics.

So why are you so fascinated with this subject matter that would make you write a book about it?

Well, I used to see quite a few businesses fail for reasons I didn't understand, so I started to do some digging. And I discovered that there is something that markets do,

which is they set a limit for themselves

a frontier, which we call the demand frontier,

and it works out that very often companies

suppose that they can exceed this frontier because they haven't studied it.

And it also works out that companies could often misprice their products, either underprice them.

So for example, in aerospace,

which is where I came from, the Eclipse aviation people

dramatically underpriced their Eclipse 500 jet and they got more orders than they could handle them.

They went bankrupt.

Some people overpriced their products.

So for example, the original Galorem was overpriced and they supposed that they were going to build more than the demand limits would suppose.

So I've discovered this field, we call it hypernomics because hyper, the suffix refers to something occurring in more than three dimensions.

So our stuff starts in four dimensions and goes from there.

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