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 have fallen headlong in love with our idea, often without challenging our assumptions.

Huge problem, mathata.

Even with all the data in the world, it is 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 is one worth pursuing.

If there is one thing that the CoronaVirus has shown us, is that mass adoption is a painfully slow process.

If people still continue to go out in masses, meet at churches in numbers, at hangout spots and other public areas, despite a deadly virus that threatens their lives, what chances does your innocent product stands.

Start with the customer needs first and then reverse engineer to the product, and then go back to the customer and see what she says.

Test, test, test. Don’t be the victim of idea infatuation.