Companies can create order instead of chaos by using tools to test a vision continuously. It's all about putting a methodology around the development process.
Every company attempts to answer a question. The question shouldn't be "can this product be built?" - instead the question should be "does this product need to be built?" - its a proven process.
Minimum Viable Product
The first step is figuring out the problem that needs to be solved and then developing a minimum viable product (MVP) to begin the process of learning as quickly as possible.
Figuring out the right thing to build, the thing customers want and will pay for - you don't need to spend months waiting for a product beta launch to change the company’s direction.