This document discusses how iterative prototyping can help reduce business risk for new product development. It describes prototyping as a form of "decision insurance" that allows companies to validate ideas before fully committing to them. The document cautions against the risks of not innovating and being disrupted by competitors. It advocates for self-disruption through developing disruptive innovations. The author shares a cautionary tale of prototyping efforts that were shut down due to cultural and communication barriers at a past company. The document provides advice on developing a formal prototyping process and gaining executive buy-in to make prototyping a regular part of innovation strategy. It includes the author's open-source rapid contextual innovation model and assigns the reader