Every business plan begins with a set of assumptions … The first challenge for an entrepreneur is to build an organization that can test these assumptions systematically. The second challenge, as in all entrepreneurial situations, is to perform that rigorous testing without losing sight of the oomph’s overall vision … Many assumptions in a typical business plan are unexceptional. These are well-established facts drawn from past industry experience or straightforward deductions … Hidden among these mundane details are a handful of assumptions that require more courage to state… we assume that customers have a significant desire to use a product like ours, or we assume that supermarkets will carry our product. Acting as if these assumptions are true is a classic entrepreneur superpower. they are called leaps of faith.
Eric Ries, Lean Startup, (p. 81)