Awkward Reality #54
Validating your hypothesis with customers doesn’t tell you about market needs, just market reaction.
Many companies think they have learned about customer needs when they visit customers to validate their hypothesis or potential solution. They have not. They have learned about market reaction. To a single idea. Their idea. On top of this, it’s likely this customer reaction was distorted by confirmation bias.
More in white paper, Timing is Everything (page 15).