The Cost of Trying is lower than the Cost of Analyzing!
In a classic CMR article, Lynn and Morone urged high tech firms to “Probe and Learn”: get a workable product or service out there into the market and see what works.
I just listened to a podcast on the BW Innovation site of Clay Shirky promoting his new book. He cites how the Internet changes everything for NSD or web-based services (echoing a finding from my own research with web-based B2B financial services):
“The cost of trying is lower than the cost of analyzing…[whether a new product or service will succeed]”
The podcast is on the BW Innovation site: