When tests fail, decide whether to pivot the solution or the opportunity

The test result Customers understand the prototype, but they still say they would not trust it enough to change behavior. A bad interpretation here sends the team either into stubbornness or unnecessary reset. The framework Separate opportunity evidence from solution evidence Opportunity evidence asks whether the need matters. Solution evidence asks whether this concept addresses it credibly. Shortcut to avoid Treat every failed prototype as proof the underlying need was false. The team learns from failure instead of reacting to it. Discovery gets faster when failure is diagnosed at the right layer. Interpret the failure What is the strongest first…

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