Long description

A new business idea is represented as a light bulb. The process leading to its realisation in a real business, represented as a working factory, is represented as a squiggly line. This process leads to the gradual reduction of risk and uncertainty.

The iterations happen during the initial phase named Search and Testing. During this phase, the idea is developed through Discovery (the general direction is corrected by collecting feedback) and validation (collect evidence on the effectiveness of decisions to validate if the direction taken is correct).

The execution phase follows the discovery phase and it is a more linear process.