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There's nothing I don't love about this. A great application of ideas from Agile development methodologies, Lean Startup, and more. In a word: DRAWSOME. :)
The first part is most definitely the key part. Test it out with a few people. Tom and I will often throw around an idea, iterate on it even verbally, then ship an MVP. If it works well (and we're constantly shipping MVPs), then it gets integrated broader into the company. It's a continuation of our culture of shipping things and has continually made the company better!