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In the era of global and open competition, if the first version of your product is caught up in interminable tests, assessments, re-evaluations and refining, it may lose out to faster go-to-market brands who successfully create a beachhead before you could, even if with more basic value propositions with less features. Because, once a dominant design phase has been manifested and accepted by different stakeholders, it will become that much more difficult to enter into that market and create notable market share or recognition, unless and until one breaks the mould and comes up again with a new category. Time to go-to-market therefore needs to be accorded if not more than, at least the same degree of importance in business strategy design and implementation.

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