For digital startups, dealing with extreme uncertainty

Versión en español.

When you are starting out with a digital product, it makes sense to get advice from experts. But experts can't help you learn as much as you can on your own.

In fact, most of the successful digital entrepreneurs I know give the same advice: develop a prototype as quickly as possible. A business plan or a powerpoint is fine, but you need to put your actual product into the hands of the public and test your theories. See if they work.
Video with subtitles in English of six digital journalism entrepreneurs.

See also the comments of Olga Lucia Lozano, Daniel EilembergGonzalo Costa.
The thinking of these entrepreneurs has gotten its most eloquent expression in Eric Ries's book The Lean Startup. The idea is to save time and money on product development by introducing a  minimum viable product to the target customer, measuring response, making adjustments, and trying again. (Some examples for journalists are below.)

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