The trick is to take one or two steps upstream from the beginning of the actual solution you want to test. Choose an opening scene How do customers find out your company exists? Where are they and what are they doing just before they use your product? Our favorite opening scenes are simple: • Web search with your website nestled among the results • Magazine with an advertisement for your service • Store shelf with your product sitting beside its competitors • App Store with your app in it • News article that mentions your service, and possibly some competitors • Facebook or Twitter feed with
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