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Most teams practicing Lean Startup Design Ethnography for Lean Teams

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Most teams practicing Lean Startup don't start with a customer hypothesis; they work backwards from
a solution hypothesis
Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple
hypotheses for testing
If GOOB is not conducted in the appropriate context, it almost never yields useful behavioral data
GOOB relies far too heavily on self-reporting, which is almost useless.
GOOB, when done poorly, is particularly prone to confirmation bias
Most teams have a very hard time formulating assumptions as hypotheses
Designing reliable experiments is a skill that takes time to learn
People new to customer research are really bad at listening for weak signals
When a customer interview is guided, it almost never provides opportunity for serendipitous insights to
emerge

Published in: Design, Technology, Business

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