So, here's the thing: Early effort is more expensive than later effort, because if the idea doesn't survive, all that effort has infinite cost/benefit ratio! Be

So, here's the thing: Early effort is more expensive than later effort, because if the idea doesn't survive, all that effort has infinite cost/benefit ratio! Before you have any value, what are your tests supposed to be defending? Once you can quantify the benefit, and know what your business is, then a development process based on testing can accelerate value creation while minimizing risk to existing value.