For most of them, the amount of money it would take to experiment, to prototype, to try some things is insignificant compared to what they have in the bank.

FORBES: The No. 1 Reason Companies Don't Innovate

You try a rough prototype, and experiment.

FORBES: Curiosity Didn't Kill The Cat, It Created The Mousetrap

He built his first prototype in 1993, buying shale from an abandoned mine to experiment with.

NPR: Squeezing Oil Out of Stones in the Rocky Mountains