After a series of mergers and acquisitions, one of my clients was stuck wondering how to sell its newly acquired products and services to customers. So I directed my client to think about those customers' problems so it could consider how its new capabilities could solve them.: centering innovation around human users. Start by looking at the who, what, and why behind every product or solution you develop. In my own work, I think aboutthey would care about what we have to offer.
Instead of presenting the whole package, my client presented the first assumption for testing. And he got his proposal down from $5 million to $7,000, which allowed it to get approved and him to take one step toward executing the plan. Think about how you can take similar steps in your business. Confronting uncertainty doesn't mean taking reckless risks. It means stepping forward systematically — and with confidence — to test an idea. You have to shift from planning and waiting to testing and learning. Ultimately, you're asking, "What has to be true for this to work?"If we've learned anything since the beginning of this pandemic, it's that we never know where the next enormous disruption will come from.
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