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.