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The world is more volatile, uncertain, complex and ambiguous (VUCA) than ever before, and one test to validate an idea is no longer sufficient. More and more BigCo leaders are looking for testing methods that will help them reduce risk and build confidence before they make big capital decisions that could have significant implications to their brands and business. 

Pivot to Leaner, More Reliable Approaches

Here are two of the tools in our Build-Test-Learn toolbox and examples of how BigCos are using them to reduce risk and build confidence.

Assumption Based Development

Assumption Based Development systematically de-risks ideas, solving for the biggest risk first.

How it Works

Each Build, Test, Learn Loop is designed to learn on multiple Ideas in parallel. Experiments are built to solve for each Idea’s Riskiest Assumption, starting in Round #1. Instead of relying on traditional stage-gate, survey-based research to prioritize ideas, multiple ideas are de-risked in parallel via fast, rigorous experiments. After each round of testing, teams make Pivot, Perish, or Persevere recommendations to leadership to garner growing amounts of evidence, to unlock approval to continue learning. Each Build, Test, Learn Loop is structured to be conducted in 2-3 days, superimposing constraints to drive quick decision-making.

How is ABD different than traditional methods?

Benefits of Assumption Based Development vs. The “Traditional” Process

Download real BigCo examples of experiments used during learning loops.

Lean Concept Development

Test your concepts with 12-14 consumers, and collect key input around overall appeal, uniqueness, and believability of the total proposition and the component parts, and how well the concept delivers on the Job to be Done. This process is dynamic, highly iterative, and involves optimizations between interviews. Lean Concept Development has enabled BigCo leaders to infuse the voice of the consumer into their idea downstream, and make changes in an iterative fashion when: 

Download a case story and more information about Lean Concept Development.

As you lean into Build-Test-Learn methodologies, here are a few helpful resources and some external thinking to inspire your toolkit:

To learn more about any of these approaches, contact us.


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