you are misusing the word 'theory'. and you are completely butchering the scientific method in the idea you propose(what you propose is not a theory.. nor close).
Mitch Kapor also did not have a theory.. he had an 'idea' an 'hunch'.. but not a theory.. theories have been proven by rigorous reproducible testing.. it would been hard for him to have done that; because lotus 1 2 3 .. was a completely new revolutionary idea. If he had spent the time to come up with a true theory based on years of testing with consumers.. diffrent types of UI's etc.. well someone else would have beat him to market..
there is nothing wrong with working off of hunches.. and in fact probably the fastest way to market.. and if your hunch doesn't work then come up with another idea..
companies that work off of proven ideas, and theory.. are large companies looking to make steady growth..
you wanna make millions.. fly by the seat of your pants.