This one made me laugh out loud! I know myself that I will often try to get everything right, answer all the questions (asked or not) and test and retest before releasing a new idea, website or branding concept. But I do believe in learning fast too!
Any new idea needs to be thought through, but an innovative idea will be granted some grace as long as it is followed up quickly. Which comes to Guy’s point 7 — act Digital, think Analog. You have got to surprise and delight people … tell them a story (of how you got this far), make them a promise (to keep them interested) … and then deliver, deliver, deliver.