Perspectives

Why We Run Pre-Mortems on New Venture Ideas Why We Run Pre-Mortems on New Venture Ideas Why We Run Pre-Mortems on New Venture Ideas

The Science of Killing Ideas (Before They Kill Your Momentum)The Science of Killing Ideas (Before They Kill Your Momentum)The Science of Killing Ideas (Before They Kill Your Momentum)

Concept Testing Isn’t About Praise. It’s About Pushback.Concept Testing Isn’t About Praise. It’s About Pushback.Concept Testing Isn’t About Praise. It’s About Pushback.

What We Mean by “Sacrificial Concepts” and Why You Need Them What We Mean by “Sacrificial Concepts” and Why You Need Them What We Mean by “Sacrificial Concepts” and Why You Need Them

The Assumption Matrix: Our Favorite Tool for Prioritizing What to Test First The Assumption Matrix: Our Favorite Tool for Prioritizing What to Test First The Assumption Matrix: Our Favorite Tool for Prioritizing What to Test First

The Validate Phase: Where Good Ideas Prove Themselves (or Don’t)The Validate Phase: Where Good Ideas Prove Themselves (or Don’t)The Validate Phase: Where Good Ideas Prove Themselves (or Don’t)

What Makes a Research Insight Actionable (Not Just Interesting)?What Makes a Research Insight Actionable (Not Just Interesting)?What Makes a Research Insight Actionable (Not Just Interesting)?

What Is Starbursting? Our Go-To Method for Uncovering Better Questions, Faster What Is Starbursting? Our Go-To Method for Uncovering Better Questions, Faster What Is Starbursting? Our Go-To Method for Uncovering Better Questions, Faster

“How Might We…” Questions That Actually Work “How Might We…” Questions That Actually Work “How Might We…” Questions That Actually Work

How Much User Research Is Enough?How Much User Research Is Enough?How Much User Research Is Enough?

What Users Say vs. What They Actually Do What Users Say vs. What They Actually Do What Users Say vs. What They Actually Do

Interviewing Without Bias: How to Actually Learn From Users Interviewing Without Bias: How to Actually Learn From Users Interviewing Without Bias: How to Actually Learn From Users