Some research on business strategy, by rita mcgrath("discovery driven growth") found that many successful entrepreneurs have changed their initial idea while bu

Some research on business strategy, by rita mcgrath("discovery driven growth") found that many successful entrepreneurs have changed their initial idea while building their business. This is specially true for very dynamic/chaotic business areas. Her recommendation for dynamic/chaotic business areas:work with an adaptive strategy, using small experiments(in similar spirit to eric ries's "lean startup").