Most startups fail because they build the wrong product and take too long to do so. The lean startup methodology addresses this by launching a minimum viable product as quickly as possible to get useful feedback. The company then continues testing hypotheses through incremental product refinements until achieving product-market fit. This lean startup process emphasizes launching early, testing ideas rapidly through customer feedback, and being willing to "pivot" or change direction based on lessons learned. However, applying the lean startup approach can be challenging for companies in industries like clean tech that require more time to develop workable products.