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" ... The final concern for the use of the word “hypothesis” in entrepreneurship relates to knowing when to stoptesting. A traditional researcher’s goal is to test and report. Failure to confirm a hypothesis may be the end of a research project. The game is different for an entrepreneur. Failure to confirm a hypothesis should prompt the entrepreneur to shift some of the conditions of the hypothesis and try again. The entrepreneurial process is recursive, where each iteration alters the assumption being tested. What is unethical heresy to a researcher is a necessary pivot for entrepreneurs designing a new venture. Nonetheless, this process does not give entrepreneurs any indication of when the concept, or its derivatives, are simply unfeasible and should be abandoned. This issue lies at the confluence of ambiguity over thresholds of significance and stability. ... "