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One of the questions was “What kind of market research would you conduct if you were in the entrepreneur’s shoes?” In response, one of Sarasvathy’s entrepreneurs, trying to be cooperative, began to speculate gamely on the research that he might undertake. Then, in the middle of his answer, he abruptly stopped and reversed course. “I wouldn’t do all this research, actually,” he said. “I’d just go sell it. I don’t believe in market research. Somebody once told me that the only thing you need is a customer. Instead of asking all the questions, I’d try and make some sales.”
Decisive
Chip Heath and Dan Heath
When you define your quarterly goals, you should pick a Working-Set of three to five ideas to test per key result. These ideas can come from the Candidates list, or are generated on-demand through research and ideation. These are the ideas that you’ll test and eventually launch, if they show good evidence.
Evidence-Guided
Itamar Gilad
Contrary to common thinking, B2B product teams can test assumptions and product ideas. They have a variety of validation techniques available including interviews, early adopter programs, data analysis and concierge tests, and pilots. It’s best not to start selling the product during the discovery phase.
Evidence-Guided
Itamar Gilad
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