This is sound advice if you are like Ten Four, the inventors of the Creative Capsule. Knee deep in the slog of finding financial backing for their business plan they scheduled a coaching session. We chatted about the concept of chunking out a single bite of their concept, putting an experiment together and start learning while they earn from this small bit of traction.
One year later Ten Four has discovered a viable part of their business. The Capsule is up, running and winning awards. Still looking for the full-blown vision to unwind and still looking for a favorable profit margin, the company is in a healthy mode of experimenting its way to something uniquely amazing.
Also note their recent award at the Design Arts Utah: http://thecreativecapsule.com/blog/were-on-a-roll/
And here is my iPhone movie made inside the capsule itself.