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Saying what something or someone is not is almost always better than saying what something or someone is. For example:
Storyworthy
Matthew Dicks and Dan Kennedy
The demand‐testing technique is called a fake door demand test. The idea is that we put the button or menu item into the user experience exactly where we believe it should be. But, when the user clicks that button, rather than taking the user to the new feature, it instead takes the user to a special page that explains that you are studying the possibility of adding this new feature, and you are seeking customers to talk to about this. The page also provides a way for the user to volunteer (by providing their e‐mail or phone number, for example).
The act of being creative is essentially nothing more than combining things that haven’t been combined before.
Think Like a Game Designer
Justin Gary
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Readwise