Page 482 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
P. 482
Use the whole range of experiments from the experiment library p. 214. Start
with quick ones when uncertainty is high. Continue with more reliable, slower
ones, when you have evidence about the right direction.
Business plans are more refined documents and usually more static. Write one
only when you have clear evidence and are approaching the execution phase.
Market studies are often costly and slow. They are not an optimal search tool
because they don’t allow you to adapt to circumstances rapidly. They make most
sense in the context of incremental changes to a value proposition.
A pilot study is often the default way to test an idea inside a corporation.
However, they should be preceded by quicker and cheaper learning tools,
because most pilots are based on relatively refined value propositions that
involve substantial time and cost.
The faster you iterate, the more you learn and the faster
you succeed.
