The problem, though, is what follows “What about…” questions. The next step from almost any discussion like this one is to conduct further research. And, “What about…” questions never stop…Even if you do analyze your questions, frequently the analytical work, no matter how robust, proves wrong because of something that can’t be anticipated. To borrow a phrase from the great military strategist Helmuth von Moltke: “No business plan ever survived its first encounter with the market.”…So what’s the alternative? Substitute early action for never-ending analysis. Figure out the quickest, cheapest way to do something market-facing to start the iterative process that so frequently typifies innovation. Be prepared to make quick decisions, but have the driver of the decision be in-market data, not conceptual analysis. In other words, go small and learn.
