Assumptions

If you want to get an idea of how dangerous (for a business) assumptions and groupthink are, have a look at the two graphs below (research by Profitwell).

What 1,200 product leaders think of the last 5,000 features they released.
What 1.2M customers think of those features (in terms of Willingness to Pay and Preference).

We think we are building products and services that deliver high value and for which customers are willing to pay premium price. In reality, customers perceive those products and services as average and not particularly worth of their money.

The executives and leaders at a company are rarely the ideal audience for what they are buiilding. This is true when the company is young, and it is even more true once the company gets traction and grows.

You ought to free your decision-making process of assumptions and start looking at qualitative and quantitative data that come from customers. You should have done that yesterday. You can still make it happen today and have a huge competitive advantage nonetheless.

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