{"id":2455,"date":"2026-02-22T06:12:02","date_gmt":"2026-02-22T06:12:02","guid":{"rendered":"https:\/\/se-lotus.vn\/?p=2455"},"modified":"2026-02-22T06:24:43","modified_gmt":"2026-02-22T06:24:43","slug":"tu-y-tuong-hay-den-doanh-nghiep-song-duoc-khoang-trong-ma-phan-lon-startup-khong-nhin-thay","status":"publish","type":"post","link":"https:\/\/se-lotus.vn\/index.php\/2026\/02\/22\/tu-y-tuong-hay-den-doanh-nghiep-song-duoc-khoang-trong-ma-phan-lon-startup-khong-nhin-thay\/","title":{"rendered":"T\u1eeb \u201c\u00dd T\u01b0\u1edfng Hay\u201d \u0110\u1ebfn \u201cDoanh Nghi\u1ec7p S\u1ed1ng \u0110\u01b0\u1ee3c\u201d: Kho\u1ea3ng Tr\u1ed1ng M\u00e0 Ph\u1ea7n L\u1edbn Startup Kh\u00f4ng Nh\u00ecn Th\u1ea5y"},"content":{"rendered":"\n

Trong nghi\u00ean c\u1ee9u n\u1ed5i ti\u1ebfng c\u1ee7a CB Insights (2021) tr\u00ean h\u01a1n 100 startup th\u1ea5t b\u1ea1i, l\u00fd do \u0111\u1ee9ng \u0111\u1ea7u kh\u00f4ng ph\u1ea3i thi\u1ebfu v\u1ed1n, kh\u00f4ng ph\u1ea3i thi\u1ebfu nh\u00e2n s\u1ef1, m\u00e0 l\u00e0: 38% th\u1ea5t b\u1ea1i v\u00ec \u201ckh\u00f4ng c\u00f3 nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng th\u1ef1c s\u1ef1\u201d.<\/p>\n\n\n\n

M\u1ed9t con s\u1ed1 l\u1ea1nh l\u00f9ng nh\u01b0ng trung th\u1ef1c. \u0110i\u1ec1u n\u00e0y \u0111\u1eb7t ra m\u1ed9t c\u00e2u h\u1ecfi kh\u00f3 ch\u1ecbu:
Ph\u1ea3i ch\u0103ng ph\u1ea7n l\u1edbn ng\u01b0\u1eddi kh\u1edfi nghi\u1ec7p \u0111ang nh\u1ea7m l\u1eabn gi\u1eefa \u00fd t\u01b0\u1edfng h\u1ea5p d\u1eabn trong \u0111\u1ea7u m\u00ecnh<\/strong> v\u00e0 m\u1ed9t nhu c\u1ea7u c\u00f3 th\u1eadt ngo\u00e0i th\u1ecb tr\u01b0\u1eddng<\/strong>?<\/p>\n\n\n\n

1. Hi\u1ec7u \u1ee9ng \u201c\u1ea3o t\u01b0\u1edfng hi\u1ec3u kh\u00e1ch h\u00e0ng\u201d<\/strong><\/h3>\n\n\n\n

Trong t\u00e2m l\u00fd h\u1ecdc nh\u1eadn th\u1ee9c, hi\u1ec7n t\u01b0\u1ee3ng n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 False Consensus Effect<\/em> \u2013 xu h\u01b0\u1edbng con ng\u01b0\u1eddi tin r\u1eb1ng ng\u01b0\u1eddi kh\u00e1c c\u0169ng ngh\u0129 gi\u1ed1ng m\u00ecnh.<\/p>\n\n\n\n

Nh\u00e0 t\u00e2m l\u00fd h\u1ecdc Lee Ross (\u0110\u1ea1i h\u1ecdc Stanford) \u0111\u00e3 ch\u1ec9 ra r\u1eb1ng:<\/p>\n\n\n\n

Khi con ng\u01b0\u1eddi tin m\u1ea1nh v\u00e0o m\u1ed9t \u00fd t\u01b0\u1edfng, h\u1ecd c\u00f3 xu h\u01b0\u1edbng \u0111\u00e1nh gi\u00e1 qu\u00e1 cao m\u1ee9c \u0111\u1ed9 \u0111\u1ed3ng thu\u1eadn c\u1ee7a x\u00e3 h\u1ed9i v\u1edbi \u00fd t\u01b0\u1edfng \u0111\u00f3.<\/p>\n\n\n\n

\u00c1p d\u1ee5ng v\u00e0o kh\u1edfi nghi\u1ec7p, \u0111i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn m\u1ed9t ngh\u1ecbch l\u00fd quen thu\u1ed9c:<\/p>\n\n\n\n

    \n
  • Ng\u01b0\u1eddi s\u00e1ng l\u1eadp tin s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh r\u1ea5t t\u1ed1t
    <\/li>\n\n\n\n
  • Nh\u01b0ng th\u1ecb tr\u01b0\u1eddng ph\u1ea3n \u1ee9ng h\u1edd h\u1eefng
    <\/li>\n\n\n\n
  • V\u00e0 h\u1ecd cho r\u1eb1ng \u201ckh\u00e1ch h\u00e0ng ch\u01b0a \u0111\u1ee7 hi\u1ec3u\u201d, thay v\u00ec \u0111\u1eb7t c\u00e2u h\u1ecfi: li\u1ec7u m\u00ecnh \u0111\u00e3 hi\u1ec3u kh\u00e1ch h\u00e0ng ch\u01b0a \u0111\u1ee7 s\u00e2u?<\/em>
    <\/em><\/li>\n<\/ul>\n\n\n\n

    2. Kho\u1ea3ng tr\u1ed1ng gi\u1eefa \u201cgi\u00e1 tr\u1ecb n\u1ed9i t\u1ea1i\u201d v\u00e0 \u201cgi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn\u201d<\/strong><\/h3>\n\n\n\n

    Gi\u00e1o s\u01b0 Clayton Christensen (Harvard Business School) t\u1eebng vi\u1ebft trong l\u00fd thuy\u1ebft Jobs To Be Done<\/em>:<\/p>\n\n\n\n

    \u201cCustomers don\u2019t buy products. They hire products to get a job done.\u201d<\/p>\n\n\n\n

    Kh\u00e1ch h\u00e0ng kh\u00f4ng mua s\u1ea3n ph\u1ea9m v\u00ec b\u1ea1n ngh\u0129 n\u00f3 hay, m\u00e0 v\u00ec n\u00f3 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c m\u1ed9t v\u1ea5n \u0111\u1ec1 r\u1ea5t c\u1ee5 th\u1ec3 trong \u0111\u1eddi s\u1ed1ng c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

    Kho\u1ea3ng tr\u1ed1ng nguy hi\u1ec3m n\u1eb1m \u1edf \u0111\u00e2y:<\/p>\n\n\n\n

      \n
    • Doanh nghi\u1ec7p ngh\u0129 m\u00ecnh \u0111ang t\u1ea1o ra gi\u00e1 tr\u1ecb
      <\/li>\n\n\n\n
    • Nh\u01b0ng kh\u00e1ch h\u00e0ng kh\u00f4ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb \u0111\u00f3 trong b\u1ed1i c\u1ea3nh th\u1ef1c t\u1ebf c\u1ee7a h\u1ecd
      <\/li>\n<\/ul>\n\n\n\n

      R\u1ea5t nhi\u1ec1u startup th\u1ea5t b\u1ea1i kh\u00f4ng ph\u1ea3i v\u00ec s\u1ea3n ph\u1ea9m d\u1edf, m\u00e0 v\u00ec:<\/p>\n\n\n\n

      H\u1ecd x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m d\u1ef1a tr\u00ean gi\u1ea3 \u0111\u1ecbnh, kh\u00f4ng ph\u1ea3i d\u1ef1a tr\u00ean hi\u1ec3u bi\u1ebft \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng.<\/p>\n\n\n\n

      \"l\u00fd<\/figure>\n\n\n\n

      3. N\u0103ng l\u1ef1c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u2013 k\u1ef9 n\u0103ng b\u1ecb \u0111\u00e1nh gi\u00e1 th\u1ea5p trong gi\u1edbi kh\u1edfi nghi\u1ec7p<\/strong><\/h3>\n\n\n\n

      Theo Global Entrepreneurship Monitor (GEM Report), c\u00e1c doanh nghi\u1ec7p c\u00f3 quy tr\u00ecnh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u00e0i b\u1ea3n tr\u01b0\u1edbc khi ra m\u1eaft s\u1ea3n ph\u1ea9m c\u00f3 t\u1ef7 l\u1ec7 s\u1ed1ng s\u00f3t sau 3 n\u0103m cao h\u01a1n 2,3 l\u1ea7n so v\u1edbi nh\u00f3m c\u00f2n l\u1ea1i.<\/p>\n\n\n\n

      Nh\u01b0ng ngh\u1ecbch l\u00fd l\u00e0:
      R\u1ea5t \u00edt founder \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o nghi\u00eam t\u00fac v\u1ec1:<\/p>\n\n\n\n

        \n
      • H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng
        <\/li>\n\n\n\n
      • Ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n s\u00e2u (in-depth interview)
        <\/li>\n\n\n\n
      • Ph\u00e2n t\u00edch insight
        <\/li>\n\n\n\n
      • X\u00e2y d\u1ef1ng gi\u1ea3 thuy\u1ebft th\u1ecb tr\u01b0\u1eddng
        <\/li>\n\n\n\n
      • Ki\u1ec3m ch\u1ee9ng b\u1eb1ng d\u1eef li\u1ec7u
        <\/li>\n<\/ul>\n\n\n\n

        Thay v\u00e0o \u0111\u00f3, nhi\u1ec1u ng\u01b0\u1eddi b\u01b0\u1edbc v\u00e0o kinh doanh v\u1edbi:<\/p>\n\n\n\n

          \n
        • Tr\u1ef1c gi\u00e1c
          <\/li>\n\n\n\n
        • Ni\u1ec1m tin
          <\/li>\n\n\n\n
        • V\u00e0 hy v\u1ecdng
          <\/li>\n<\/ul>\n\n\n\n

          Ba y\u1ebfu t\u1ed1 n\u00e0y c\u00f3 th\u1ec3 l\u00e0 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u, nh\u01b0ng hi\u1ebfm khi \u0111\u1ee7 \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t doanh nghi\u1ec7p b\u1ec1n v\u1eefng.<\/p>\n\n\n\n

          4. T\u01b0 duy doanh nh\u00e2n th\u1eddi \u0111\u1ea1i m\u1edbi: kh\u00f4ng ch\u1ec9 l\u00e0 \u201cng\u01b0\u1eddi b\u00e1n\u201d, m\u00e0 l\u00e0 \u201cng\u01b0\u1eddi nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng\u201d<\/strong><\/h3>\n\n\n\n

          Peter Drucker \u2013 cha \u0111\u1ebb c\u1ee7a qu\u1ea3n tr\u1ecb hi\u1ec7n \u0111\u1ea1i \u2013 t\u1eebng n\u00f3i:<\/p>\n\n\n\n

          \u201cThe purpose of business is to create a customer.\u201d<\/p>\n\n\n\n

          Nh\u01b0ng \u0111\u1ec3 t\u1ea1o ra kh\u00e1ch h\u00e0ng, tr\u01b0\u1edbc h\u1ebft c\u1ea7n hi\u1ec3u kh\u00e1ch h\u00e0ng \u1edf m\u1ee9c \u0111\u1ed9 s\u00e2u s\u1eafc.<\/p>\n\n\n\n

          Doanh nh\u00e2n th\u1ebf h\u1ec7 m\u1edbi v\u00ec th\u1ebf \u0111ang d\u1ea7n chuy\u1ec3n vai:<\/p>\n\n\n\n

            \n
          • T\u1eeb ng\u01b0\u1eddi b\u00e1n \u2192 sang ng\u01b0\u1eddi quan s\u00e1t
            <\/li>\n\n\n\n
          • T\u1eeb ng\u01b0\u1eddi n\u00f3i \u2192 sang ng\u01b0\u1eddi l\u1eafng nghe
            <\/li>\n\n\n\n
          • T\u1eeb ng\u01b0\u1eddi tin v\u00e0o c\u1ea3m t\u00ednh \u2192 sang ng\u01b0\u1eddi d\u1ef1a v\u00e0o d\u1eef li\u1ec7u
            <\/li>\n<\/ul>\n\n\n\n

            \u0110\u00e2y c\u0169ng l\u00e0 l\u00fd do ng\u00e0y c\u00e0ng nhi\u1ec1u ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o doanh nh\u00e2n tr\u00ean th\u1ebf gi\u1edbi t\u00edch h\u1ee3p c\u00e1c n\u1ed9i dung nh\u01b0:<\/p>\n\n\n\n

              \n
            • Behavioral economics (kinh t\u1ebf h\u1ecdc h\u00e0nh vi)
              <\/li>\n\n\n\n
            • Consumer psychology
              <\/li>\n\n\n\n
            • Market validation methodology
              <\/li>\n\n\n\n
            • Strategic foresight
              <\/li>\n<\/ul>\n\n\n\n

              M\u1ed9t xu h\u01b0\u1edbng m\u00e0 nh\u1eefng \u0111\u01a1n v\u1ecb \u0111\u00e0o t\u1ea1o t\u1ea1i Vi\u1ec7t Nam, trong \u0111\u00f3 c\u00f3 Se-Lotus, c\u0169ng \u0111ang t\u1eebng b\u01b0\u1edbc ti\u1ebfp c\u1eadn theo h\u01b0\u1edbng n\u00e0y: \u0111\u01b0a t\u01b0 duy h\u1ecdc thu\u1eadt v\u00e0o th\u1ef1c ti\u1ec5n kh\u1edfi nghi\u1ec7p.<\/p>\n\n\n\n

              <\/p>\n","protected":false},"excerpt":{"rendered":"

              Trong nghi\u00ean c\u1ee9u n\u1ed5i ti\u1ebfng c\u1ee7a CB Insights (2021) tr\u00ean h\u01a1n 100 startup th\u1ea5t b\u1ea1i, l\u00fd do \u0111\u1ee9ng \u0111\u1ea7u kh\u00f4ng ph\u1ea3i thi\u1ebfu v\u1ed1n, kh\u00f4ng ph\u1ea3i thi\u1ebfu nh\u00e2n s\u1ef1, m\u00e0 l\u00e0: 38% th\u1ea5t b\u1ea1i v\u00ec \u201ckh\u00f4ng c\u00f3 nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng th\u1ef1c s\u1ef1\u201d. M\u1ed9t con s\u1ed1 l\u1ea1nh l\u00f9ng nh\u01b0ng trung th\u1ef1c. \u0110i\u1ec1u n\u00e0y \u0111\u1eb7t ra m\u1ed9t […]<\/p>\n","protected":false},"author":2,"featured_media":2458,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[72,1],"tags":[66,57,74],"class_list":["post-2455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tin-tuc","category-uncategorized","tag-chuong-trinh-dao-tao","tag-selotus","tag-startup-that-bai"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/posts\/2455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/comments?post=2455"}],"version-history":[{"count":1,"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/posts\/2455\/revisions"}],"predecessor-version":[{"id":2461,"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/posts\/2455\/revisions\/2461"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/media\/2458"}],"wp:attachment":[{"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/media?parent=2455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/categories?post=2455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/se-lotus.vn\/index.php\/wp-json\/wp\/v2\/tags?post=2455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}