Words of the Week – dual-path
To dual-path is to follow two courses of action while waiting for a necessary input to identify the best option. For example, consider packaging development on a tight timeline. If a Brand Manger created two appealing names for a new product, and wasn’t sure which would have the greatest impact on sales, they could dual-path packaging development for both names while they took the options into focus groups for consumer testing. Based on the research results, the Brand Manager could implement the strongest option quickly since, by dual-pathing, either option would be ready to print.
The downsides of dual-pathing are increased costs and efforts since you’re developing two of whatever you’re doing. The upsides are speed to market, a more impactful presence, and (hopefully) increased sales.