If you cannot fail, you cannot learn.

In order to achieve good learning, experimenting is crucial. One type of learning is to talk to potential customers and listen to what they are saying. This is good to start, however, once you design your product or service, you want to validate if this is what users would use. You want to show them the product and observe how they are using it. The whole process of experimentation is about creating value, validating that the feature has a real value, and remove everything that does not contribute to that value.

Building a product is about doing experimentations. And experimentations should be made in a real scientific way. First, define the hypothesis and then test the prediction empirically.

Here are a few very good questions to ask:

1. Do consumers recognize that they have the problem you are trying to solve?

2. If you offered them a solution, would they buy it?

3. Would they buy it from you?

4. Can you build a solution to that problem?