Rita McGrath is an associate professor of management at Columbia Business School. She writes the dynamic strategies blog for harvardbusiness.org and she is the author of Discovery-Driven Growth. The concept with discovery-driven growth is you're going to plan but plan to learn and learn your way into what those future growth opportunities are rather than extrapolating from the past.
To plan for the future, businesses usually look to their past. But what if your company is in uncharted territory? Columbia Business School professor Rita McGrath has a different idea: Design experiments to test your assumptions using “discovery-driven growth.”