The author talked with an HP senior exec about HP's downfall: concentrating only on markets with potential to be "billion-dollar markets". Barnholt: "Around that time, people said, 'We don't even want to look at opportunities unless it was going to be a billion dollar business... The reason they all failed and the reason they were big is that someone was already there."
The book discusses launching before you've come to love an idea:
If we haven't invested much in developing an idea, emotionally or in terms of time or resources, then we are more likely to be able to focus on what we can learn from that effort than on what we've lost in making it.
Prototypes, mockups, these are all good things.