Many founders feel a great sense of urgency to get up and running, and they are too hurried in launching and then give up too soon if the service or product doesn’t take off right away. Another key problem in this phase is that once they’ve created a business plan, they follow the plan too rigidly, mistaking what should be only a rough guide for a fully worked-out business model. A third common mistake is believing that they have to have all the answers and should be able to design their product or service on their own or with only minimal input from others.
The stories of successful social innovators, however, clearly demonstrate the value of taking a more user-focused and iterative approach to designing your product or service. Every one of the enterprises proﬁled encountered unexpected setbacks and had to scramble to make improvements to their concepts or products, often making a substantial pivot away from the original plan. It’s not important whether you follow the Lean Startup methodology or improvise your own particular development process, but what’s vital is that you approach the process with a good dose of humility, not believing you’ve got answers, but rather that you’re testing hypotheses, and that you move forward according to these three steps: