Talking to the customer, sharing a different point of view, understanding the reciprocal way of conducting business: build a relation. This is a part of the value for us and the customer, so we shouldn’t aim to miss steps. I believe that a midterm mental set will get more benefits, in any case.

Sorry, but we have to think to him/her in terms of «potential». This means that huge numbers of ideas come from people as they are for people. It’s so rare for a business model to born in a room with only a personal looking at a whiteboard and trying to suite something for his/her potential customer. It could be a start point, but we have to compare our thoughts with the world.

Sailing in a see of opinions is the real value for a new venture. Don’t miss them, it’s a continuous learning process.

When starting work on a proposition, there are three polar stars that you should always follow, so as not to get off track: simplicity, consistency and prototyping. Simplicity: since we are talking about a promise, this must be easily understandable and measurable. Consistency: our actions must plausibly match the image that we portray. Prototyping: even if we only have something partial, be it a function or the idea of a proposition, we need to find a way to experience it. This is the key point. Never stop looking for feedback and make sure that it comes from every department in the company. Don’t just stop at consultants or management. Managers are trained to make decisions early on and quickly, so they are not always used to the process of analysis or the development of ideas. They are decision-makers, the rational component of a company, as opposed to creatives. Your goal must simply be to develop ideas. 

Make mistakes soon, so you can be successful sooner. 

Testing a proposition is an art, and it should be done in the most rapid and inexpensive way possible, even before you have completed your model. Sometimes, simply exploring the customers’ interest is not a winning move. It’s necessary to discover what they don’t say, what they desire but is unable to express rationally. 


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