Collaboration, Nilofer's new book

I'm excited about Nilofer Merchant's new book, "The New How" which comes out this fall and can be pre-ordered on Amazon. This discusses collaboration for winning markets. During her recent presentation in Silicon Valley, I really agreed with her words, having worked for many start ups myself. She advocates: find out who you need to serve, what need to fill and how best to fill it. Money is fluid and will come; those who start with monetization first usually fail.