What they say: The best startups are founded on the concept that they will not pursue perfection in any single area, but rather will continually innovate, test, and adjust their strategy based on customer feedback.
There are essentially two choices the company should continually evaluate: to pivot or persevere. All startups should strive to shorten this innovation loop in order to accelerate progress.
What this means for entrepreneurs: Many entrepreneurs and business owners agonize over having the perfect product or the ideal marketing pitch before launching it.
Agonizing won't get you as far as taking a risk and putting something "good enough" out into the marketplace. This is because you and those immediately around you will be unable to provide the critical feedback that your customers will.
What you should do: Consider the idea that you might be spending more time pursuing your idea of perfection and not enough time putting new ideas into the marketplace and getting real customer feedback. Take some more risks with "less than perfect" launches, weigh customer response, and then decide to either pivot or persevere.
Virginia Ginsburg is founder and chief consultant at Swell Strategies. She is passionate about supporting small business owners and entrepreneurs in starting and running successful enterprises. An avid reader, in this blog she reviews books and articles and relates specific learning points back to entrepreneurial businesses.
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