Managers want to have their instincts validated before they act, such as waiting until all the data have been gathered before they launch a product. But relying on the tried and true doesn’t always serve managers well, especially when it comes to organic growth. The question of “Will it fly?” can be answered only by letting it fly – by launching the particular product and listening to the market respond. Growth leaders don’t do traditional research. As these authors explain, growth leaders win by placing small bets fast.
