The fail fast method is frightening to some, invigorating to others
Fail fast means to try something, learn, and move on. Rather than taking a problem and engineering the hell out of it, failing fast allows you to get real equipment going quickly and get real answers from the results of your work.
I prefer this method for the initial phases of work, provided your team adopts this methodology. It requires you to be really good in your field, and extrapolate ideas and results in advance, based on prior experience.
This method can aways be parallelled or reexamined with actual science.
Another benefit from this method is that you get things to show the customer sooner. Not just scientific studies, but real working objects that help to prove a concept.