Thought provoker: vision, hallucination, and customer reality

Alex Osterwalder
January 16, 2017
#
 min read
topics
Customer Insights
Testing Business Ideas

You may think you know what customers want; but until you test and gather evidence on their reality, you’ll just be following a hallucination.

  Drawn    during a layover    in Doha, Qatar.
Drawn during a layover in Doha, Qatar.

Sometimes, we are so certain that we know what customers want, that we don’t think we need to test our ideas. In fact, the smarter and more experienced we are, the more likely we believe we are right.

The more we rely on our opinion, the bigger the risk that we might be hallucinating. It’s only by testing, and Customer Discovery, that we unearth the customer reality.

The more you test and perform Customer Discovery, the more you increase the overlap between your (visionary) ideas and the reality of customer needs. Sometimes when you start out the overlap is bigger; sometimes it’s smaller. However, without testing, you don’t know with certainty.

Make testing a priority

We've organized our 10 essential posts for testing your value propositions and business models in one place. Get out there and start talking to customers! 

READ NOW

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About the speakers

Alex Osterwalder
Entrepreneur, speaker and business theorist

Dr. Alexander (Alex) Osterwalder is one of the world’s most influential innovation experts, a leading author, entrepreneur and in-demand speaker whose work has changed the way established companies do business and how new ventures get started.

by 
Alex Osterwalder
January 16, 2017
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Thought provoker: vision, hallucination, and customer reality
Insights

Thought provoker: vision, hallucination, and customer reality

Thought provoker: vision, hallucination, and customer reality
Insights

Thought provoker: vision, hallucination, and customer reality

January 16, 2017
#
 min read
topics
Customer Insights
Testing Business Ideas

You may think you know what customers want; but until you test and gather evidence on their reality, you’ll just be following a hallucination.

  Drawn    during a layover    in Doha, Qatar.
Drawn during a layover in Doha, Qatar.

Sometimes, we are so certain that we know what customers want, that we don’t think we need to test our ideas. In fact, the smarter and more experienced we are, the more likely we believe we are right.

The more we rely on our opinion, the bigger the risk that we might be hallucinating. It’s only by testing, and Customer Discovery, that we unearth the customer reality.

The more you test and perform Customer Discovery, the more you increase the overlap between your (visionary) ideas and the reality of customer needs. Sometimes when you start out the overlap is bigger; sometimes it’s smaller. However, without testing, you don’t know with certainty.

Make testing a priority

We've organized our 10 essential posts for testing your value propositions and business models in one place. Get out there and start talking to customers! 

READ NOW

related reads
No items found.
Thought provoker: vision, hallucination, and customer reality

You may think you know what customers want; but until you test and gather evidence on their reality, you’ll just be following a hallucination.

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Thought provoker: vision, hallucination, and customer reality
Thought provoker: vision, hallucination, and customer reality
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