Hi Pedro! Great article, thanks a lot for writing. :)

In the context of this—and I totally agree with the timeliness aspect—what's your take on more foundational research, like understanding who a business's customers are in the first place, that's not necessarily tied to specific initiatives? How can we move fast there and still ensure to do it properly? Differently asked: What would you recommend to prevent a situation where timeliness always trumps validity?