Every business is founded on an assumption. We see a problem and propose a solution (maybe a new product or service), that we assume will be embraced with open arms. Before long we’ve fallen headlong for our idea, often without challenging our assumptions.

Even with all the data in the world, it’s not possible to know for sure how the people we hope to serve will respond until we give them the opportunity to do just that. When we skip this step, we get caught in the trap of trying to show people why they can’t live without the thing we created. Our ideas succeed when we do exactly the opposite.

Don’t fall in love with your idea without first giving those who will adopt it a chance to show you why it’s one worth pursuing.

Image by Kat.