My two cents in one sentence

In short, I would say the right value proposition that works with the right business model and the right timing.

What others say

A good inspiration to go deeper would be this article explaining what are the top 20 reasons why startups fail. I believe many of these reasons are similar for any service design company.

By understanding why others fail, you can avoid the same mistakes and hopefully get nearer to the success you dream of in your service design company.
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And here is another inspiration about the biggest reason why startups fail or succeed:

Summary of the video

• Timing accounted for 42% of the difference between success and failure for startups, followed by team and execution and then the idea.

• Business model and funding were less important factors for success.

• Examples of successful startups with good timing include Airbnb and Uber, while unsuccessful startups with poor timing include Z.com.

• Honest assessment of consumer readiness is important for determining timing.

✨ Made with assistance of AI.

The summary of the video was made by using Notion.ai and the automated transcript from Youtube with the prompt: "Make a summary with bullet points"