Started like this. I had a few talks with startup founders interested in if they were hitting the market at the right time (their "why now"). Seeing more interest I ended up running a workshop on the timing topic for a few accelerators. I kept digging into what clues there are that a product will hit the market at the right time. Researched how the same products have been reintroduced again and again over years until finally they work out. Most surprising to me is how many people realize timing is important, yet how few have a framework to assess timing.

Fast forward a few years... I just wrote a book on the timing topic, called Why Now: How Good Timing Makes Great Products.