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Identify idea killers.

Make it measurable.

Begin with testing the most

Understand customers ďŹ rst.

Good tests lead to measur-

Accept that not all facts are equal.

Test irreversible decisions twice as much.

important assumptions:

Test customer jobs, pains,

able learning that gives you

Interviewees might tell you

Make sure that decisions that

those that could blow up

and gains before testing

actionable insights.

one thing and do another.

have an irreversible impact

your idea.

what you could offer them.

Consider the reliability of

are particularly well informed.

your evidence.

10

Profile for Joseph Ngongo

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