It is a fact that 20 percent of new business ventures fail in their first year, and 50 percent in the first three years. The author's contention, based on years of experience working with new businesses, is that in most cases this is NOT because of any fundamental flaw in the idea behind the business. Too often, it is because the people running them do stupid things, like ignoring the basic principles of good business practice - and pay the price with bankruptcy. This book looks in detail at real-life examples of start-ups that have failed or very nearly failed. Time and time again, intelligent and articulate people, often with a record of business success, have unwittingly adopted 'profit-avoidance' strategies through poor decision making. "Stupid Factor" examines why this happens and how others can avoid the same fate. The book combines straight talking with wry humour, and offers insight and advice from venture capitalists and others on how to avoid the stupid mistakes that destroy companies, often before they have even got off the ground. Also included will be a range of critical and pertinent contributions from Henley Management College, adding weight to the topics.