Perfection can quickly become the enemy of great. “We don’t yet know who our ideal customers are,” or “We don’t yet know which messages are most compelling.” A period of discovery and trial is essential, but it is equally essential to not wait for definitive data to make the right choice for right now.

Timeboxing is a very simple but tried and true technique of allocating a fixed time period for a planned activity, then assessing whether or not you’ve reached a reasonable outcome at the end of it. It establishes a time boundary at the start of the process, not as a result of the process, and keeps you accountable to moving at the speed markets require.

— Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group) by Martina Lauchengco