As a business adviser, I often see entrepreneurs practicing what Tom Peters calls the “ready-fire-aim” go-to-market strategy to their detriment. Yet even I have been known to recommend that approach, in cases where you have a highly innovative product, speed is of the essence, and no clear existing market is available. In fact, you probably won’t get it right the first time anyway.
Certainly I believe the traditional ready-aim-fire strategy approach works best in most cases, and that should be your default. There is no substitute for talking to customers, analyzing your competition, and honing your solution to meet a target market segment. As a counter, here are some situations where it definitely makes sense to short-circuit the traditional approach:
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