Put another way: you have to stop and take time to find the direction. You can’t run while you’re reading the map.
And this is the potential problem with popular methods…
• iterative design
• rapid prototyping
• agile development
• [add your own favorite buzzword here]
…which are great and all, except when there’s no well-thought-out direction to go in.
So be forewarned – it’s hard to be a strategist. People prefer action. “Ready-fire-aim” sounds so much more exciting and appealing. “Do something!” they say – and it can be hard to sit down and say hey, let’s take at least a couple of days to think about who our customers are and talk to them about what they need.