This is the guiding principle for sense and respond organizations. Start by creating a conversation with your customers so that you can learn first, and refine and deliver second. Creating early, probing efforts will help determine which version of your idea resonates with your customers and will start the process of continuous learning. Without the learning, you risk delivering a product or service no one finds valuable. The sooner you discover whether your business strategies warrant further investment, the less time you waste on fruitless endeavors. In other words, the sooner you can find
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