FIREPROOFING YOUR IDEA WITH THE “WHY?” TEST Once you’ve identified the problem—a desire or need that a real person might actually have—then it’s time to go deeper. This is called the “why test.” Have you ever spent time with a two-year-old that keeps asking “Why?” no matter what response you give? It’s time to channel that two-year-old. Let’s travel back in time and imagine ourselves in the nineteenth-century equivalent of a hoodie, perhaps it’s a mid-length sack coat, which, according to Wikipedia, replaced the frock coat for less formal occasions. And, exciting news, we just invented the
...more
This highlight has been truncated due to consecutive passage length restrictions.
