When we learn through testing that an idea won’t work, it’s not enough to move on to the next idea. We need to take time to reflect. We want to ask: “Based on my current understanding of my customer, I thought this solution would work. It didn’t. What did I misunderstand about my customer?” We then need to revise our understanding of the opportunity space before moving on to new solutions.10 When we do this, our next set of solutions get better. When we skip this step, we are simply guessing again, hoping that we’ll strike gold.
