We’ll never have perfect information.
We’re always working with incomplete, inaccurate, and inconsistent information. But we need to take a position on the best available evidence to prototype like we’re right.
Then it’s important not to hold that position too tightly… but to test like we’re wrong. Testing our thinking to learn, refine our thinking, and manage the risk.
This means we prototype like we’re right, and test like we’re wrong. The scientific method.
I think this applies to everything in life but it’s especially important when it comes to designing, building, and launching our ideas.
Testing vs Validating
It’s become common language in the startup world over the years to talk about “validating your idea”. It’s semantic, but I think this is dangerous language. Our confirmation bias is already very strong. We preference sources and pieces of information that confirm what we already believe. If we set out to validate our ideas, there’s a good chance we’ll find – or select – evidence that supports our belief.
Instead, I encourage you to think of it as testing your idea. Test to see where your idea falls down. And why. Then use this information to improve it.
No one is smart enough to be 100% right… or dumb enough to be 100% wrong. We need to use the scientific method to learn.
Scientific Method
The scientific method is a way of learning. A way of solving problems. It’s a way of testing ideas – identifying where the ideas are wrong and why, using this information to refine the idea, and test again. When we apply the scientific method, we don’t seek to validate our thinking – we seek to learn and improve.
That’s exactly what it means to successfully design, build, and launch your idea. We’re doing science. Not as a body of knowledge, but as a way of experimenting and learning.
It’s a structured process of asking a question based on our observations, doing some research, constructing a hypothesis that we can test, testing our hypothesis with an experiment, analysing the results, and drawing conclusions. This often results in more hypotheses, experiments, and analysis.
This is the approach I recommend to solving problems that matter.
Strength of Evidence
In their book Testing Business Ideas, David Bland and Alex Osterwalder introduce a powerful concept of strength of evidence – and apply it in very practical ways. They describe the book as “a field guide for rapid experimentation”. And it is.
Each of the experiment methods in the book has an “evidence strength” rating. Just like opinions though, not all evidence and insights are equal. They talk about the type and strength of evidence and the number of data points. These three dimensions drive our confidence level.
Solve Problems That Matter
This is an excerpt from my book Solve Problems That Matter, where I go into a lot more detail on all of the things I’ve covered in this post… and plenty more.
It’s a playbook with actions and worksheets to help you take a human-centred design and living systems approach to design, build, and launch your idea. Ideas that customers love, make money, and do great things for people and our planet… all while increasing wellbeing.
Let’s Collaborate
We specialise in coaching, training, and working alongside leaders.
A key way we do this is by designing and delivering action learning experiences with masterclasses, workshops, innovation sprints, and leadership, design thinking & innovation programs. These sessions build personal, team, and organisational capability to solve problems that matter with more:
- ❤️ Clarity on your purpose, goals, and approach to navigate complexity and make progress
- 🎯 Momentum to achieve your goals by building the workflows, rhythms, and habits for success
- 🌿 Confidence to move forward with more certainty and less risk while increasing your wellbeing
Ready to have fun collaborating to solve problems that matter?
