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.
