When you try to do something completely new, the only way you will know whether customers like it or reject it is if you show it to them.
This is precisely the argument for why you should be running experiments again and again, as you try to move forward from idea to a product or a service; you need to take stock of your customers to see, if you are essentially on the same page as they are. It not, redo, retool, relaunch or just stop.
Show your ugliness. Give your idea a spin. A little time and money invested in the right experiments go a long way into guiding the big product decisions that are truly costly.
Countless times when people talk about doing an MVP, what they are really deep down looking to do is something that resembles the finished product. Or at the very least should be used as a quite feature heavy and robust stepping stone towards the finished product.
It is a misconception though. MVPs in its original definition are meant to be thrown away. They are meant to be product-imitations showcasing a critical hypothesis for your idea to potential customers in order to get hard data on what happens, when you throw it out there and – hopefully – the right people start taking notice and interact with it.
Looked at through that lens the MVP is just one way of validating your business idea and underlying hypothesis. In the test-library, I use, there are 59 other methods just like it. It is just a way of testing whether you can validate your idea and your critical assumptions. Nothing more.
Uncertainty seems the only constant when you’re working with innovation and trying to build a viable business. And there is good reason to support the argument that the more successful you are, the more you tend to be surrounded by uncertainty.
You can not – and shall not pursue – total certainty at any point in time, because doing so will slow you down and get you bogged down in process.
What you can however do is try to identify the factors most critical to success in your business and work towards getting to more certainty in those particular areas and use the insight to really rocket-fuel your success.