A lot of people practicing Agile or Lean forget that what it primarily boils down to is a way to more quickly get value in front of customers, test their reactions and pivot accordingly.

Most organizations don’t test their innovation ideas with quick experiments to generate real-world evidence. Instead, they rely on in-house opinions, or conversations with lead customers to vet ideas. When data-driven experiments are run (like market surveys), they often take too long, cost too much or deliver little new insight to develop the idea.