- When discussing potential solutions with customers, it is important to detach oneself from biases, look at the problem from the customer’s perspective, and make the customer feel that their input is valued
- The prototype test involves developing an inexpensive, rapid prototype and testing it in front of full buying panels of customers, and using the $100 game to identify the most important features of the product
- Testing the price point involves asking customers questions about how much they would be willing to pay for a solution and whether they would be willing to prepay or purchase it
