Testing used to be expensive. If your product was a failure, you ended up with a warehouse of unused, unwanted widgets and a sizable capital loss.
In 1987, if you had a brainchild to sell a set of ten hilarious new T-shirts, you had to produce a large enough run to pay for the screens. If you were wrong, your friends and family were flush with unsold shirts and your wallet was empty. Now, companies like CafePress allow you to start selling with no inventory and zero money down (and no risk of a sub-prime T-shirt crisis).
If nobody likes your T-shirt, change it and try again.
In 1988, if you wanted to start a magazine, you needed at least $10,000 and connections in the magazine publishing industry. Today, with sites like OpenZine, you can have your first issue live in less than an hour. For free.
If you don’t get any readers, change it and try again.
Get started. Get done. Measure results. Fail fast. Fail often.
The cost of changing the screen is almost zero.
