Managing Redundant Knowledge in Venture Development

As my students will confirm, I am a process nerd. I live and breathe anything that supports the development of new ventures and innovation. You can refer to an earlier post on the new venture realization process I use with founders and startups.

For this article, I want to focus on “connecting the dots” during your venture development journey. As with any effective innovation process, iteration is a constant. This condition presents itself as unnecessary redundancy. At times, this might be the case. While I try eliminating as much noise from the process as possible, certain redundancy is necessary. The reasons for this are based on the founders’ need to manage existing and new knowledge as they generate and test assumptions about their customers’ desired outcomes and associated product benefits. The innovation process is dynamic and requires the innovator to continuously search for new information that validates or invalidates past assumptions.

This back-and-forth nature of managing knowledge and information can lead to a lack of internal consistency in a founder’s business model and overall strategic plan. For example, how many times have you changed one part of your plan without considering the implications of other factors? For this reason, it is helpful to highlight specific internal paths of information flow to pinpoint critical times for knowledge review and potential “re-thinking.”

Redundancies in the Venture Process

The acquisition of redundant knowledge can cause planning to become inconsistent and disjointed when it comes to the development of new ventures. This condition occurs because the same information repeats multiple times, leading to confusion and a lack of clarity that can impede the progress of a prospective business. Additionally, redundant knowledge may cause founders to make crucial decisions without adequately considering all available facts and the potential risks associated with any venture. 

Furthermore, the acquisition of redundant knowledge can lead to an abundance of unnecessary information that may cause the business plan to become overly complicated to manage. This result is what I call process noise. Therefore, acquiring only the necessary information is essential while still being mindful of the potential risks associated with the endeavor.

An effective innovation process acknowledges that redundancies exist and seeks ways to optimize their existence and mitigate obstacles. Let’s look at challenges from repeating specific information and knowledge acquisition activities.

As a starting point, redundancies in new venture knowledge and information search limitations occur for several reasons.

One of the first reasons for redundancy is that many founders are unaware of what information and knowledge already exists. For a startup, there are several categories of knowledge to acquire and absorb. I divide these into three domains product, business, and marketplace. Unfortunately, many innovators fail to check if there is existing knowledge on the topic they are exploring. This failure can lead to redundant research and a waste of resources. In addition to not knowing what exists, startup teams may fail to sufficiently analyze existing knowledge and miss out on insights and opportunities for innovation.

A second reason that limits your information search is the bias of focusing too much on the latest trends. Founders may be too focused on the latest trends and technologies and miss out on existing knowledge and solutions that may be more relevant and useful. I find this a common occurrence when founders are too focused on the technical aspects of the product instead of the solution itself.

Another common reason for potential redundancies is relying on a single source of information. Founders may rely too heavily on a single source of information, such as a single market report or domain advisor, and miss out on other valuable sources of information. This singular focus can result in a narrow view of the business opportunity.

Finally, even small startup teams may work in silos and fail to collaborate, which can result in redundant research and missed opportunities for innovation. For example, repeating research that has already been conducted can occur when different team members perform the same analysis without communicating with each other or when the team fails to document the results of prior research.

Additionally, founders may overlook the importance of involving key stakeholders, such as potential customers, partners, or investors, in the knowledge search process, leading to incomplete or inaccurate information.

To avoid these redundancies, innovators can benefit from conducting a comprehensive search of existing knowledge, seeking out diverse sources of information, collaborating with others, and taking a more strategic approach to knowledge search and analysis.

A transparent venture realization process also ensures that all startup team members understand what knowledge and information are needed and how to apply data as the venture develops. In addition, it provides that the team will not spend valuable time collecting data irrelevant to the venture, which can lead to wasted time and resources.

Information & Cognitive Overload

One of the primary challenges that startup founders struggle with is information and cognitive overload. The amount of information available to startup founders can be overwhelming. The internet has made it possible to access vast amounts of information on any topic, which can lead to a feeling of being inundated with data. Additionally, founders are always soliciting feedback and advice from external stakeholders such as customers, advisors, and other entrepreneurs.

Startup founders typically work with limited resources in terms of time and money. As a result, they may not be able to sift through all the available information and prioritize what is most important.

This plethora of information can drive startup founders to explore all possible avenues and opportunities, which may result in a lack of focus and a tendency to chase too many ideas at once. Some of this behavior may come from the fear of missing out (FOMO). Founders are often anxious about missing out on opportunities or failing to consider all the available information. This fear can result in a tendency to collect more and more information without taking the time to evaluate its relevance or importance.

Founders can experience what is sometimes referred to as paralysis by analysis. With so much information to consider, it can be challenging to make decisions. As a result, startup founders may become paralyzed by the analysis process and struggle to move forward confidently.

Overall, an overabundance of information can be a significant challenge for startup founders. Therefore, it is vital to remain focused, prioritize data, and develop a straightforward process for evaluating and making decisions based on the most relevant information to the business. A structured, well-defined venture development process mitigates these challenges and enables supporting behaviors.

Critical Information Paths

Taking advantage of inevitable information redundancies and not being distracted from “noise” helps identify specific aspects of the process when information needs to be discovered or reviewed. For example, in the venture realization process, there are several information paths where a founder’s knowledge builds in depth and breadth about specific business model aspects.

For example, start with your initial business model to see how new insights from market research and customer engagement validate or invalidate your initial assumptions. Founders can follow certain lines of thought that weave through the venture plan. For example. one can start with the team’s initial description of the customer segments in the business model. These segment descriptions are typically high-level and need to become more explicitly defined as you learn more from your customer and market research.

With the first iteration of the business model in hand, the next step of the process is to conduct a deep dive into your understanding of your customer and the optimal way to segment them into a category that supports founder market access. At this point, I have founders develop a detailed profile of their target customer segment. A review of their customer profile work shows how demographics and behaviors now shape the team’s understanding of their target customer.

This customer information goes through several updates as founders go through the customer discovery process. First, interview and survey designs enable the collection of pertinent demographic and behavioral information for validation purposes. As founders collect this customer discovery data, they can reinforce their market understanding with secondary sources, from census data to industry reports. The next step is to see how the quantification of the target market size supports or changes the team’s view of their customer – who they are, what behaviors are common, where to find them, how to reach them, etc. By staying focused on the definition of your target customer, you can more accurately quantify accessible market size for early customer acquisition.

The understanding of your customer continues to evolve through the product design and testing period. Therefore, you can refine your customer segmentation based on reactions to product attributes, features, and customer outcomes. For example, you may determine that the value proposition varies among certain types of customers.

The next stop on the information path is to see how customer acquisition strategies drive sales via specific segment-related channels. Do these strategies align with what the team understands about its customer’s preferred channels and purchasing behaviors?

Finally, founders can combine their served available market sizing estimates and customer acquisition strategies to project initial revenue projections. By focusing on the continual information flow regarding your target customer, founders can enhance their market knowledge without confusion from unnecessary, redundant information.

Internal Consistency in Planning

By identifying critical information and how it flows throughout the venture realization process, founders create internal consistency within their business model formation efforts. Additionally, by recognizing and managing information redundancies, founders can take advantage of multiple sources of information, thus increasing the reliability and validity of data. Numerous data sources help to ensure the accuracy of information. Additionally, access to redundant information can help founders to make better-informed decisions. By comparing information from multiple sources, one can gain a more complete and nuanced understanding of a situation or problem, leading to better decision-making.

It is essential to balance the benefits of redundant information with the costs and complexities of managing that information, such as potential conflicts between different sources of information. To mitigate the impact of information redundancies, startups can take several measures. First, startups can invest in a centralized database or knowledge management system that ensures all information resides in a single location. This practice can help reduce confusion and ensure all employees can access the most up-to-date information. Secondly, startups can appoint a designated information manager or coordinator who can oversee the flow of information within the company and ensure that redundancies are minimized.


Developing a new venture and fostering innovation involves constant iteration, which can lead to the acquisition of redundant knowledge that hinders progress. Redundancies occur due to factors such as unawareness of existing knowledge, bias towards new trends, over-reliance on a single source of information, and a lack of collaboration between team members. The abundance of information can also lead to data and cognitive overload, resulting in a lack of focus and analysis paralysis. To mitigate these challenges, founders can take a strategic approach to knowledge search and analysis, prioritize relevant information, and develop a well-defined venture development process. By identifying critical information paths, founders can enhance their market knowledge, increase data reliability, and make better-informed decisions. To manage redundancies, startups can invest in a centralized database or knowledge management system and appoint a designated information manager or coordinator.

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