It is a daunting thought. Ninety percent of all startups fail.  The list of reasons as to why a startup fails is long and the road to hell is lined with the tombstones of failed companies. We are going to touch the surface with four of the most common reasons: Market fit Leadership challenges Flawed GTM plan Lack of funding Any one of these reasons could lead to death, but most often it is a combination of factors.   Understanding your market is a fundamental requirement.  The “if we build it, they will come.” wishful thinking almost always leads you down