The future can’t be analytically derived. Even if you do analyze it, frequently the analytical work, no matter how robust, proves wrong because of something that can’t be anticipated. Of course it’s almost always valuable to think comprehensively about a new business idea. But a healthy balance between analysis and action is always advisable. If you get stuck in “What about…” loops, you’ll never get the results you seek.

Too frequently, taking the time to answer “What about…” questions doesn’t bring you any closer to creating a true new growth businesses. The next step from almost any discussion involving questions like these is to conduct further research. And, “What about…” questions never stop. Each answer generates questions whose answers lead to further questions. It could become infinite.

Resource-rich companies and individuals are thus vulnerable to “research overkill” in unknown markets where precision is impossible and attempts to create it through analysis are impractical. Entrepreneurs don’t have the luxury of asking “What about…” questions, and in disruptive circumstances that works in their favor.  Ironically put, “no business plan has ever survived its first encounter with the market.”

What is the alternative, though?

Here are a few:

· Be prepared to make quick decisions, but have the driver of the decision be in-market data, not conceptual analysis. In other words, go small and learn

· Substitute action for never-ending analysis from the very start

· Figure out the quickest, cheapest way to do something market-facing to start the recursive process that so frequently typifies innovation

· Pitch / Sell your idea to colleagues. Open up a kiosk in a shopping mall for a week.

· Create a quick-and-dirty website describing your idea. Be prepared to make quick decisions