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Seeing what their experiences are. >> it strikes me you might see an effect and attribute it to the wrong cause. you have to be careful it when you have this kind of philosophy. >> theyre doing this kind of testing rather than writing a business plan so i interview very successful entrepreneurs. they think business plans or the way. they believe in testing, testing, testing. they would have focus groups to test the demographics. i dont think you should throw the business plan out the window. i t...

Started a company called rent the runway. they think business plans are a waste of time. they believe in just testing. they would have focus groups to test their demographic, what their pricing would be. i dont think you should throw the business plan out the window. i think you should still have that. i think this is a very smart approach. >> can you test too much? >> you can. then you never launch anything and you become in limbo. what i would say about the whole question about the testing pie...