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
