Imagine that one of your hypotheses was that “out of 10 movie directors that you contact, at least 5 say that unanticipated movie site disturbances are an important problem to them, and at least say that finding a quick alternative would be something that they would be willing to pay for”. After contacting 10 movie directors, however, you realize that the situation that you witnessed actually rarely happens and that site directors are specialized in finding the right locations. What you witnessed was just a rare exception. When you spoke to the actual director that you had seen at work on the day you were walking to the doctor, he said that a much more important problem is electricity. When going to site locations, having good electricity provision is often a problem. Sometimes generators are used, but they tend to be very loud. If somebody could just find a solution for having a flexible, stable and high-power electricity provision with a battery or something, that would be great.
According to the lean startup, what is not one of the options that you have?

Question

Imagine that one of your hypotheses was that “out of 10 movie directors that you contact, at least 5 say that unanticipated movie site disturbances are an important problem to them, and at least say that finding a quick alternative would be something that they would be willing to pay for”. After contacting 10 movie directors, however, you realize that the situation that you witnessed actually rarely happens and that site directors are specialized in finding the right locations. What you witnessed was just a rare exception. When you spoke to the actual director that you had seen at work on the day you were walking to the doctor, he said that a much more important problem is electricity. When going to site locations, having good electricity provision is often a problem. Sometimes generators are used, but they tend to be very loud. If somebody could just find a solution for having a flexible, stable and high-power electricity provision with a battery or something, that would be great.

According to the lean startup, what is not one of the options that you have?

Answer

Persevere: you could think that the 10 people you spoke to were not right and assume that if you were to interview 20 more people that you would still find a majority of people with the problem and willingness to pay. You decide to interview more people to see if the feedback you received was just the result of speaking to the wrong people.

Answer

Pivot:  the feedback received from your target customers is not confirming your hypotheses, and so it seems that there is little value to be created if the need does not exist. One of your customers has identified another need, however, and so this creates a new hypothesis: would other movie directors face the same electricity constraints? Since you work in the automotive industry   on electric vehicles, you know quite a bit about batteries, and you see that something could be done with used electric vehicle batteries.

Answer

Perish: the feedback received from your target customers is not confirming your hypotheses, and so it seems that there is little value to be created if the need does not exist. Even though one of your customers has identified another need, you decide that your passion is not really with movie directors as a population, and so you decide to let go of the idea and unwind during a great mountain bike ride.

Answer

Pursue: even though the feedback received from your potential customers is negative, you decide that this is just because they haven’t seen your solution yet. If you build a great application and a great website with a lot of available movie locations, then you are sure they will use it.

Crowdly

Imagine that one of your hypotheses was that “out of 10 movie directors that you...

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