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In times of disruption, rapidly validating product ideas becomes critical. Running focused experiments allows you to learn quickly what resonates in shifting markets.

This article provides a step-by-step guide to crafting experiments that deliver rapid insights without significant investments during times of disruption.

Define your Key Validation Questions

Start by defining the key things you need to learn at this stage. Resist fully baked concepts and focus on the core uncertainties. For example:

Frame questions that will validate or invalidate key assumptions around customer needs, behaviors and economics. Everything is a hypothesis.

Select an Experimental Approach

With key questions defined, pick an approach to efficiently get answers:

Define your Hypothesis

Map your assumptions into a clear hypothesis. For example:

Remember that people can evaluate fewer prospects when they are stressed, so your hypothesis may have lower quality if the workforce is too pressured. Define upfront what results would clearly validate your hypothesis versus invalidate it. This sets clear decision criteria. For example:

If more than 40% of respondents are likely to use voice, the hypothesis is valid. Less than 40% invalidates it.

Adapt scope to the bare minimum needed to test your hypothesis. Remove nice-to-have features, segments, use cases, and materials. The simpler the test, the faster you will learn. You should also consider prudent-risk taking.

Ensure Statistical Significance

Determine the minimum sample size needed for a statistically significant result. For surveys, use online sample size calculators. For other methods, set minimum targets - e.g. 100 voice prototype users.

Execute Rapidly

Move quickly into the market. Leverage existing assets, channels and partnerships to run tests fast without delays. The goal is to learn in weeks, not months.

Analyze Results and Iterate with the TriValue Approach (TVC)

Once complete, determine whether your results hit the success criteria across the 3 TriValues:

If validated, move forward confidently. If invalidated, update your hypotheses and quickly run improved experiments focused on the specific TriValue needing more insight. Continually iterate using the TriValue Company Model until you have sufficient validation to move forward.

Use AI and Sensing

Consider leveraging AI and sensing capabilities to accelerate your experiments and analysis:

Check out more about sensing in our section Collective Strategic Sensing (CSS).

Look After Workforce Wellbeing

When running rapid experiments, be sure to also look after the wellbeing of your workforce:

Following this process will generate validated learning to help guide smart product decisions amidst market uncertainty. By rapidly experimenting with customers rather than developing in isolation, you can adapt with agility during turbulent times. AI and sensing can further accelerate your pace of learning and adaptation. And caring for your team will ensure sustainable execution.

One last thing... be sure to check out the Collective Capabilities Model as well, as it will help you achieve a better and more sustainable balance of capabilities in disruptive times. Learn more about Future Thinking and the TriValue Company model (TVC) on Enterprise Agility Fundatemtanls Chapters 8 and 9.

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