A key point that is revealed by this framework is that if the team determines that a pivot is necessary, a reversion to a natural style of prototyping is needed for rapid development of the new idea. The transition from natural to structured development in some ways is organic as more team members are brought on, outsourcing begins, and the design of the product grows more precise. However, a reversion to a natural style of working from a structured one is not as easy. In the Innovator's Dilemma, Christensen describes some of this difficulty within the context of large incumbent companies being poor innovators or new product developers . Within the natural and structured framework of development, this can be explained by the fact that large companies have entrenched structure and processes for development, making it difficult to work with a natural style within these organizations. Some large companies recognized this and work to create an insulated team or internal division that is not beholden to the structure imposed on the larger organization to foster innovation and new PD. A prime example of the success of such an effort is Lockheed Martin's Advanced Development Programs, also known as Skunk Works . This internal organization is given autonomy and freedom to perform research and development activities outside the usual bureaucratic regime of the larger organization. This program was widely successful and the term "skunk works" has been used by many other corporations or institutions trying to create such an agile internal team. These issues are often not thought of as problems that startups face as they are by definition early-stage and should have more flexibility to be in the natural PD regime. However, what we find in this study is that startups must walk a fine line between natural and structured PD to get a product to market with the limited resources available to them. The natural to structured development spectrum outlined herein is a framework that we hope startups can use to inform strategy as they move through prototyping.