Here is an interesting article that speaks to Coridium's philosophy on taking on new challenges. We are a big proponent of experimentation--develop your hypothesis and set up an experiment to determine if it’s true. If not, step back, learn from it and develop another experiment. Do this until you succeed in creating what you want, or stop and move on. The beauty of experimentation is that there is never real failure--only learning. If the experiment "fails," it means that the experiment produced information about that set of factors that in combination will not produce the result you want. This article offers other perspectives in conducting experiments. In it, the entrepreneurs interviewed suggest opening yourself up to learning (testing hypotheses, in my parlance).