First, AB InBev creates a basic, simple prototype, to get an understanding of how the company and consumers might react. Then the company provides a small amount of capital, perhaps $50,000, to test it out further. Telles finishes: Three months from now, there are ten guys showing. Two are going to be good. You have to be merciless, to cut those that do not deliver, and then you give $500,000 or more or something [to the ideas that show promise].14
Little bets strike again. There are going to be tinkerers who love to do this kind of thing. Give them the resources to make a little bet. Be brutally honest about the results.
Folks wil do amazing with the right
- feedback loop
- incentives
- agency (power to change things)
