Do you have an idea, a hunch, or a new way of looking at things? Well, prototypes and experimentation are critical, but this is also the time to protect any fundamental concepts that you have developed.
From idea to Minimum Viable Product (MVP). Writing deployment quality code, or developing the first production units.
Take your MVP and market test it; get customer feedback and improve.
With a great stable version implemented, it is time to deploy more widely.