Wednesday, July 13, 2011

Assumptions vs Hypotheses

Assumptions are rooms without doors or windows.

They freeze the world at a moment in time.

They keep you from discovering new information.

They are lazy.

They are what everyone "knows" about a business, category and consumer.

They protect the status quo.

They lead to me-too products.

Assumptions are arrogant and kill innovation.

Hypotheses are a series of signposts that lead to a destination.

They are the foundation of experimentation.

They are subject to change based on new knowledge.

They require work.

They change what everyone knows about a business, category and consumer.

They identify and even create new opportunities.

They lead to breakthrough products.

Hypotheses are humble, yet they drive innovation.

Successful companies think hypothetically. Failed companies make assumptions.

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