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Discovery Principle 10/10: We're wrong by default

We must accept we can't predict which ideas will work with customers and which will not. It's why we must approach product discovery activities with the objective of killing ideas as fast as possible and not trying to keep them alive as long as possible.

Any product dimension, value, usability, feasibility, and viability can kill an idea. An idea may not be that useful for a user; the feature is too hard to understand; the team doesn't have access to a critical system; incompatible company policies may prevent the team from validating an idea.

We should always be ready to adapt and try to solve a given problem with a different approach.

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