All the better, if you possess the traditional characteristics of entrepreneurship. The problem is that when you look at businesses that are successful, the entity that is successful is fundamentally different than what it started out as. According to Dr. Shuman, this is a key observation - convention assumes you get it right the first time. While it says you have to allow for flexibility it doesn't give you any guidelines on how to manage being flexible or what that even means. If you start with the mindset that I won't get it right the first time and that others shouldn't think I should get it right the first time.
People often start with the idea that they can get it right the first time and that they have too.
What they wind up doing is when they lock in on that concept, when the second step in the conventional process starts they inevitably put on blinders that will keep them focused on bringing their vision to fruition. But those blinders block out information on what is wrong with their business. It's only about satisfying the customer not about beating out the competition because by definition if you satisfy your customers the best in the world, you have no competition. Get that feedback and continually tweak it to the point that you satisfy the needs of the customer, given that these needs constantly change for a variety of factors. You have to continue this dance.