fail often and fail fast when developing new business ideas – but in accordance with a carefully designed plan that’ll help roll back risk, reduce development costs, speed
up innovation processes and boost success rates.

Developed at Google and now taught at Stanford University, pretotyping is a supremely effective market-validation tool that helps you radically recalibrate all kinds of bring-to-market equations, as well as revitalising your organisation’s ability to respond quickly to changing commercial circumstances.