How many times do we see a product launch, at great expense and effort, only to watch it fail?
It happens more than anyone wants to admit. And it’s not for lack of ambition or talent. It’s because most teams skip the hard work that happens before the build.
They fail to test their biggest assumptions. They mistake internal enthusiasm for customer demand. They skip past the uncomfortable question of whether their product should exist in the first place.
And now, with AI dramatically lowering the cost and time to build, the temptation to skip straight to execution is stronger than ever. Why validate when you can just ship?
There’s an old maxim in product circles: prototype or die. It was true then. It’s more true now, just for different reasons.
Speed without clarity doesn’t reduce risk. It accelerates it.
Building the wrong thing faster is still building the wrong thing. A prototype that never gets in front of real users is just an expensive hypothesis. And a product that launches without validated demand doesn’t fail cheaper just because AI helped build it.
The teams that win aren’t the ones who build the fastest. They’re the ones who figure out what’s worth building, and confirm it, before committing to the full build.
That’s the work 0112 was built to support.