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The First Mile: A Launch Manual for Getting Great Ideas into the Market by Scott Anthony

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CHAPTER 3

Evaluate

After documenting an idea, the next step is to evaluate it. The point here isn’t to make a final decision about whether to proceed. Rather, following this chapter’s guidance helps to highlight the uncertainties underpinning an idea. Chapter 4 will then describe how to pick out the uncertainties that require the most time and attention. If you are working on a specific idea, make sure you start this chapter with a pen and paper or other note-taking mechanism in hand so that you can immediately begin jotting down strategic uncertainties. Also keep your eyes open for immediate opportunities to refine and strengthen your idea. Thoroughly examining an idea actually serves as a low-risk way to test how well it holds together!

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