| Ingredient 58. | Stop Making It Up |
“However beautiful the strategy, you should occasionally look at the results.” —Winston Churchill, prime minister of the United Kingdom, 1940–1945 and 1951–1955
The Problem
Teams develop ideas based on insufficient, incorrect, and biased requirements.
The Solution
Accept truth revealed through customer validation and usability testing.
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Validate assumptions. It is human nature to conjure up an explanation to make sense of things, even when there’s no proof. This is known as cognitive dissonance.[152] Find concrete evidence instead to avoid heartache later.
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Stay open-minded. ...
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