Research the publishing industry by making things

Whiteboardmag has a story about how publishing giant Sanoma launches an in house startup accelerator. In other words: rather than endlessly researching and creating fiction-spreadsheets, they’ll foster intrapreneurship in order to find out about winning ideas in their industry. A kind of Makers-ethos: 
“These days, the successful models come from making things. I thought we should have a model where we can create concepts and validate them fast, make prototypes, test them in the market, see which ones fly. “
via Diigo