Quotes About Validation

The common tendency of product development is to skip straight to the fourth question and build a solution before confirming that customers have the problem.

As diretorias de crescimento também elevaram o poder do Citi de atuar de acordo com seu compromisso de servir ao cliente. "Esse processo nos deu a linguagem para falar de validação e clientes de uma maneira completamente diferente do que apenas dizer: 'Vamos focar no cliente'", diz Colella. "Temos um processo e um sistema para validar o que nossos clientes precisam, mesmo que, em muitos casos, eles ainda não saibam do que precisam.

It is also the right way to think about productivity in a startup: not in terms of how much stuff we are building but in terms of how much validated learning we're getting for our efforts.

Startups do not yet know who their customer is or what their product should be.

must learn what customers really want, not what they say they want or what we think they should want.

Although we write the feedback loop as Build-Measure-Learn because the activities happen in that order, our planning really works in the reverse order: we figure out what we need to learn, use innovation accounting to figure out what we need to measure to know if we are gaining validated learning, and then figure out what product we need to build to run that experiment and get that measurement.

Because startups often accidentally build something nobody wants, it doesn't matter much if they do it on time and on budget. The

exist to learn how to build a sustainable business. This learning can be validated scientifically by running frequent experiments that allow entrepreneurs to test each element of their vision.

Vanity metrics wreak havoc because they prey on a weakness of the human mind. In my experience, when the numbers go up, people think the improvement was caused by their actions, by whatever they were working on at the time.

Our goal in building products is to be able to run experiments that will help us learn how to build a sustainable business.

A pivot requires that we keep one foot rooted in what we've learned so far, while making a fundamental change in strategy in order to seek even greater validated learning. In

What if it turns out that the customer doesn't want the product we're building? Although this is never good news for an entrepreneur, finding out sooner is much better than finding out later. Working

They exist to learn how to build a sustainable business. This learning can be validated scientifically by running frequent experiments that allow entrepreneurs to test each element of their vision.

Startups have to focus on the big experiments that lead to validated learning.

Validated learning is the process of demonstrating empirically that a team has discovered valuable truths about a startup's present and future business prospects.

The Four Steps to the Epiphany

methodology Customer Development,

If you are building the wrong thing, optimizing the product or its marketing will not yield significant results.

This is an old direct marketing technique in which customers are given the opportunity to preorder a product that has not yet been built. A smoke test measures only one thing: whether customers are interested in trying a product. By itself, this is insufficient to validate an entire growth model. Nonetheless, it can be very useful to get feedback on this assumption before committing more money and other resources to the product.

Validated learning

we figure out what we need to learn and then work backwards to see what product will work as an experiment to get that learning.

Because startups often accidentally build something nobody wants, it doesn't matter much if they do it on time and on budget. The goal of a startup is to figure out the right thing to build—the thing customers want and will pay for—as quickly as possible.

El aprendizaje validado es el proceso para demostrar empíricamente que un equipo ha descubierto información valiosa sobre las posibilidades presentes y futuras del negocio.

We must be willing to set aside our traditional professional standards to start the process of validated leaming as soon as possible. But once again, this does not mean operating in a sloppy or undisciplined wa