In any new or novel endeavor, there are bound to be uncertainties – about which route to take, and whether the step that is taken leads closer to the desired outcome or not.

A good framework to think about this is to use some of the concepts of lean startup methodology:

  • Which of our efforts are value creating and which are wasteful?
  • Lean thinking defines value as providing benefit to the customer; anything else is waste
  • The effort that is not absolutely necessary for learning what customers want can be eliminated.