Build products iteratively to learn unfamiliar markets - each pivot reveals constraints research cannot
When entering a market you don't understand, treat product building as a learning mechanism. Each version you ship and each pivot you make reveals market dynamics, buyer constraints, and incentive structures that desk research alone cannot uncover.
When to use
When entering a market where you lack domain expertise and want to discover market dynamics through action rather than analysis paralysis
Don't do this
Spending years researching a new market before building anything, or assuming you understand the market after reading reports and talking to a few people
2 Founders Who Did This
Built and pivoted through four business models over years (D2C genetic test, physician sales, employer benefits, virtual cancer clinic) to discover market constraints
Built IACrea for real estate agents despite having zero real estate experience, iterating through MVP features to learn the market