So many software development projects start with high levels of uncertainty. Some of it is explicit, you many not know exactly who the target customer is and what they want, and some of it may be implicit, you have a great idea but are uncertain about the technical risks of delivering the experience or what the state-of-the-art is capable of and, as they say, you don't know what you don't know. In these cases we echo the words of "Ike" Eisenhower:

We've all had ideas for a new game-changing product. Maybe it was a “shower thought”. Maybe you had an “aha” moment while struggling for the 15th time to complete a routine task. Or recent market research completed by your team showed a promising new market to exploit. Regardless of the inspiration, you were probably very excited to build out and launch this new product right?

Do you remember the last time you had a conversation about a newly popular product that seemed to have started losing its way? Maybe it was a new snack that tasted a little different as its ingredients adapted to mass production requirements, or a once-niche home improvement tool that now seemed “off” in quality once it started marketing to the broader DIY crowd.