I cannot agree more. I’ve been working with this approach with my teams since late last year and can confirm that we need to systematically challenge the industry best practices, see what is still valid, what should be dropped, what should emerge. Rapid idea validation with prototypes is not something new, it’s the gist of 2011 The Lean Startup and further literature. What changed radically is what rapid means. We are talking about hours to get feedback, not weeks.