Page 318 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Master the Art of Critique

Practice the art of feedback to help ideas evolve rather than stall. This goes for
feedback receivers who present ideas, as well as for feedback providers who
give input on ideas.

Learn from the design professions, where people are trained to present ideas
early and feedback providers are trained to provide effective design critiques.
This contrasts with feedback providers in business who are often leaders in
steering boards or advisory committees. They are trained to decide rather than to
give feedback. If they cannot get to decisions fast, they often get nervous or
become unsatisfied.

Teach feedback providers how to help ideas evolve (rather than to decide on
them). Get them to understand that value proposition prototypes are still rough
and evolving during the design and testing phase. Prototypes may radically
change, in particular based on market facts that matter more than the opinion of
feedback providers.

Teach feedback receivers that feedback providers are not as important as
customers, however powerful they might be. Listening to feedback providers
more than to customers and market facts only postpones failure.

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In a great feedback culture…

People feel comfortable presenting (bold) new ideas early, knowing that they
will evolve substantially, maybe into something very different.

Distinguish between Three Types + -
of Feedback

OPINION “If we added___I Logical reasoning It can lead to
believe we’d have can help improve pursuing pet ideas of
a better chance to ideas. people with more
make it work…” power.

EXPERIENCE “When we Past experiences Failing to realize that