Cal Poly professor and veteran engineer, Dr. Frank Owen and engineering marketing consultant Patrick Klima write in Consulting-Specifying Engineer:
There is a common error that engineers are prone to as they explore their entrepreneurial ambitions. Having arrived at what seems to be a valuable idea, engineers will often launch into development of a solution before truly evaluating the market potential for that idea. In their enthusiasm, they develop a solution for a problem that does not exist or that customers are not willing to spend money to solve
Consulting – Specifying Engineer | The art of engineering consulting—Part 1: Getting started
Josh Richards 