Awkward Reality #479

The more uncertain a new-product project, the better.

With a high-certainty project, you can accurately predict your financial profits. With an uncertain project, you face significant potential downside and upside profits. In B2B markets, you can understand the downside very early. You’ll kill the project cheaply if the downside cannot be eliminated. And reap big upside profits if it can.

More in white paper, Innovating in Unfamiliar Markets (page 5)