Page 480 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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How Quickly Are You Learning?
The only thing standing between you and finding out
what customers and partners really want is the
consistency and speed with which you and your team can
propel yourself through the design/build, measure, learn
cycle. This is called cycle time.
The speed at which you learn is crucial, especially during the early phases of
value proposition design. When you start out, uncertainty is at its maximum. You
don’t know if customers care about the jobs, pains, and gains you intend to
address, let alone if they’re interested in your value proposition.
Therefore, it is critical that your early experiments be extremely fast and
produce a maximum of learning so you can adapt rapidly. This is why writing a
business plan or conducting a large third-party market study is the wrong thing
to start with, although it can make sense later in the process.
