Do you remember that time when you drove a little too fast, when the road got a little too narrow and it felt like you relied way too much on luck? That’s the feeling I often have when I see companies digital initiatives. Which is the exactly the feeling I and they should be having. Speed is both daunting and necessary. Pushing things out the door, see how they work and measure them are crucial. Noah Brier describes it well, why you should be making prototypes, experiments and real products.

It’s easier than ever to prototype something and to get feedback on that prototype. What once took years of planning, now takes months or days and often it is cheaper to just make the thing than to figure out whether it’s worth making.

Bud Caddell describes something similair in his excellent interview with Grant McCracken.

How quickly can I execute a very, very small nugget of my curiosity? Just to see what it will turn into. Can I build it from there, and that’s exactly what I tell my clients to do as well. Find that speck of dust that could turn into a pearl and just see what happens, meaning measure the hell out of it. Instead of aligning every bit of resource that you have in your agency and your brand to execute a single idea; Do a thousand tiny small experiments, and the ones that actually start to catch on fire, start putting wood on them and see where that goes.

Organizing and performing based on not knowing the correct answer to Will this be a success?