"That's what we're all doing, all the time, whether we know it or not. Whether we like it or not. Creating something on the spur of the moment with the materials at hand. We might just as well let the rest of it go, join the party, and dance our hearts out."

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Products a start-up builds are really experiments…Learning about how to build a sustainable business is the outcome of those experiments [which follow] a three-step process: Build, measure, learn.” “[A startup is] … an organization dedicated to creating something new under conditions of extreme uncertainty.

— Eric Ries