The hypothesis is the simplest way to recap your idea. It forces you and your team to make bold predictions with clearly articulated benefits and results.
Assumptions are only dangerous when they are left unvalidated. Validating assumptions with real consumer behavior is the fastest way to test the most critical elements of your idea.
Design the best experiments by outlining the necessary materials and behavior along the entire experiment journey with pre-established success metrics and isolated learning objectives.
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You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.
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