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.

Related Summaries