Tag Archives: Lynn and Morone

Effectuation and Innovation I: avoid market research

Posted on October 26, 2010 by Gary R Schirr

Efffectuation is a prescription for innovating when the risk is unknown and unknowable. When outcomes and probabilities are unknowable an entrepreneur: enters a market based on his/her knowledge, experience and networks; keeps investments small to retain future options; and plans to shape the development of the nascent market with the help of customers and stakeholders. Continue reading →

Posted in Co-creation or User collaboration, Customer Research Methods, experiential innovation, Experiment, Ideation, Social Media Marketing | Tagged , , , , , , , | Leave a comment

“Many crummy trials BEAT deep thinking”

Posted on April 20, 2008 by Gary R Schirr

Just do it Last week I noted Clay Shirky’s comment that for internet innovation “the cost of trying is lower than the cost of analyzing.” I noted that this was an affirmation of the “Probe and Learn” process advocated by … Continue reading →

Posted in Co-creation or User collaboration, Customer Research Methods, experiential innovation, Experiment, NSD Process | Tagged , , , , , , , , , , | 4 Comments

Try and Fail (and try again)

Posted on April 1, 2008 by Gary R Schirr

 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 … Continue reading →

Posted in Customer Research Methods, experiential innovation, Experiment, NSD Process | Tagged , , , , , | 1 Comment