'Rigour' in the article means 'intensity'. 'Rigour' in science means 'validity'. A study with high rigour means that they've nailed down more loose ends than a

'Rigour' in the article means 'intensity'. 'Rigour' in science means 'validity'. A study with high rigour means that they've nailed down more loose ends than a study with low rigour. The two concepts are largely orthogonal - and it's disturbing that someone telling scientists what to do has used the wrong version of 'rigour' for that industry. Ironically, using the 'rigour' of science, startups require much less rigour - startups just need something that works enough, not something that is as correct as can be done.