Build a business customers actually want.
- •I don't want to waste months on the wrong thing.
- •I need to know which assumptions actually matter.
- •I want to know what result should make me rethink it.
- •Challenges the assumptions behind your idea.
- •Uses research to establish what can be known now.
- •Defines what still needs to be tested with customers.
- •I know the critical assumption.
- •I know the next real-world test.
- •I know what result should make me rethink it.



