How the ‘Failure’ Culture of Startups Is Killing Innovation | Wired Opinion |

September 12, 2013

design / design research


There is absolutely no right amount of — or rigid process for — research except what’s right given one’s goals and resources at a particular time. Someone can take two days, two weeks, or even two years depending on the scope of work and how much is both possible and useful to learn in advance.

The key is to be honest about how much we really know.

We need to identify our most critical assumptions, and then decide how to validate them. For example, a common assumption is that the organization — given its structure and business model — is capable of delivering the service the entrepreneur envisions.