Page 488 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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Focus on learning rather than optimizing. Don’t hesitate to go back to designing
better alternatives if the testing data are positive but the numbers feel like they
should be better (e.g., larger market, more revenues, better profit).
The “Exhausted Maximum” Trap
Risk: Overlooking limitations (e.g., of a market).
Occurs: When you think an opportunity is larger than it is in reality. For
example, when you think you are testing with a sample of a large population but
the sample is actually the entire population.
Tip
Design tests that prove the potential beyond the immediately addressed test
subjects.
The Wrong Data Trap
Risk: Searching in the wrong place.
Occurs: When you abandon an opportunity because you are looking at the
wrong data. For example, you might drop an idea because the customers you are
testing with are not interested and you don’t realize that there are people who are
interested.
Tip
Go back to designing other alternatives before you give up.
