Calculated Bullets Before Cannonballs

“The company shoots calculated bullets. When a bullet hits something, it shoots a cannonball.”

“First, AB InBev creates a basic, simple prototype, to get an understanding of how the company and consumers might react. Then the company provides a small amount of capital, perhaps $50,000, to test it out further. Telles finishes: Three months from now, there are ten guys showing. Two are going to be good. You have to be merciless, to cut those that do not deliver, and then you give $500,000 or more or something [to the ideas that show promise].14”