We’ve all heard stories about disastrous product launches akin to Google Glass. One of the greatest strengths of a go-to-market strategy is its ability to determine whether a venture is feasible or interests the market.

While it can be hard to accept when the answer is no, a go-to-market strategy involving honesty, realism and humanity can sometimes save you and potential investors a lot of time, money, and energy.

However, when the answer is yes, you can move forward with solidified confidence, a deeper understanding of the big picture and a stronger plan of action to present to stakeholders.