If you freeze an idea too quickly, you fall in love with it. If you refine it too quickly, you become attached to it and it becomes very hard to keep exploring, to keep looking for better. The crudeness of the early models in particular is very deliberate. (Jim Glymph)
You can be in love with the problem you’re trying to solve and the people you’re trying to solve the problem for but, you should never be in love with your solution.
To quickly pivot from one concept to another and find an optimal solution, you need to be free of constraints and pre-established ideas because, the idea you love this week may need to be killed the next.
So, be flexible, let customers fall in love with your feature set, version, product, etc while you… look for love elsewhere.