Innovation plans, by contrast, are loaded with assumptions. Sure, some hard facts are available, but more is unknown than known. The past is no longer precedent. Thus, the innovator's job cannot be to deliver a proven result; it must be to discover what is possible, that is, to learn, by converting assumptions into knowledge as quickly and inexpensively as possible.

Vijay Govindarajan, Chris Trimble (2013), The Other Side of Innovation: Solving the Execution Challenge. p. 18