Uncover Breakthroughs Buried In Your Customers

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Learn As I Go 

Problem Learn As I Go Solves

The probability of any particular idea succeeding is low. The more radical (awesome) the idea the greater the probability of failure.

Purpose of Learn As I Go


  • recognize that the flip side of failure is learning. Continuously learning increase the probability of success.
  • reframe “failure” into three alternatives
    1. Pivot: Keep some of the idea/solution, add or change something, re-test. 
    2. Shelve: Park the solution until the environment changes, e.g. technology improves, market grows
    3. Fail: Discord the idea/solution altogether.

Behaviors Displayed

  • Discard the focus on “not failing”. Focus on desired/required learning outcomes. Determine what you want to learn.
  • Develop learning success criteria/metrics relevant at each of the portfolio stages.  These include very precise metrics during the scaling phase to simple heuristics at the front of the portfolio.  Where appropriate (later stages) establish criteria that distinguishes between pivot, shelve, and fail. 
  • Accept failure  



  • Select a product
  • Identify a learning success criteria/metric based on its portfolio stage.  
  • If possible establish criteria that distinguishes between pivot, shelve, and fail.


  • Evaluate whether the portfolio is large enough to accomodate failures. Power law – for every ten ideas, 6-7 will Fail/Shelve, 2-3 will succeed. One will greatly succeed.