Get back to the drawing board: pivot.
For example, when you have inval-
Find new alternative segments, value
value proposition around a novel
propositions, or business models to
technology, search for new poten-
make your ideas work when your
tial customers, value propositions,
tests invalidate your ﬁrst attempts.
and business models.
For example, if interviews with
Design and conduct further tests
potential customers show a strong
when quick and early experiments
interest for a service that requires
based on a small amount of data
heavy investments to launch, follow
indicate the need for drastic actions.
up with research and experiments
idated customer interest for your
that produce more reliable data validating customer interest.
Deepen your understanding.
For example, if the quantitative
Design and conduct further tests to
data of an experiment show that
understand why a trend is taking
potential customers are not inter-
place once you discovered that it is
ested, follow up with qualitative
interviews to understand why they are uninterested.
Expand to next building block.
For example, when you have vali-
Move on to test your next important
dated customer interest for a prod-
hypothesis when you are satisﬁed
uct, follow up with experiments that
with your insights and the data
validate the willingness of channel
partners to stock and promote your product.
You experimented and learned. Now what?
For example, when you have learned
When you are satisﬁed with the qual-
and validated exactly what it takes
ity of your insights and the reliability
to get channel partners interested
of the data, you may directly start
in reselling your value proposition,
executing based on your ﬁndings.
start scaling up sales efforts by hiring salespeople or designing dedicated marketing material.
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