We have the capacity to build almost anything we can imagine. The big question of our time is not Can it be built? but Should it be built? This - Eric Ries

pivot is a special kind of change designed to test a new fundamental hypothesis about the product, business model, and engine of growth.

a new breed of designers is developing brand-new techniques under the banner of Lean User Experience (Lean UX). They recognize that the customer archetype is a hypothesis, not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.

Just as scientific experimentation is informed by theory, startup experimentation is guided by the startup’s vision. The goal of every startup experiment is to discover how to build a sustainable business around that vision.