Companies that are 70% confident that they should move forward with a new idea -- rather than quitting and moving to the next iteration -- should proceed rather than waiting to amass 100% confidence, experts say. Other signals that a brand should move forward with an idea: if there is evidence that consumers will actually pay for the product, or if objective outsiders line up behind your idea. "Having a cold-blooded idea [assassin] look at your idea is the best thing. Find the natural skeptics, and have them pour cold water over your idea," says Scott Anthony, managing partner at consultancy Innosight.
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