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Last updated on 2024年4月10日

How do you use validated learning to pivot or persevere with your product or service idea?

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If you are building a new product or service, you want to make sure that it solves a real problem for your customers and that they are willing to pay for it. But how do you know if you are on the right track or if you need to change your direction? This is where validated learning comes in. Validated learning is a core concept of the Lean Startup methodology, which helps you test your assumptions and learn from your customers' feedback. In this article, you will learn how to use validated learning to pivot or persevere with your product or service idea.

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1 What is validated learning?

Validated learning is the process of measuring how well your product or service meets your customers' needs and expectations, and how much value it creates for them. Validated learning is not about collecting data or opinions, but about testing your hypotheses and finding out what works and what doesn't. Validated learning helps you avoid wasting time and resources on building something that nobody wants, and instead focus on creating something that people love and need.

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Eric Caba?as

I turn ideas into profitable B2B businesses | Digital Project Manager | 7+ years of experience
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El aprendizaje por validación se refiere al proceso de aprender de manera rápida y eficiente a través de la experimentación y la validación de hipótesis. En lugar de basarse en suposiciones o opiniones personales se trata de salir al mercado a buscar respuestas y certezas. Hoy en día resulta muy sencillo, gracias a la cantidad de herramientas de IA que están saliendo al mercado y que nos permite a los emprendedores conseguir información valiosa para la toma de decisiones a un coste muy bajo.

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Trenton Hughes

Investor l Managing Partner @ Unfounded Ventures l ex CEO & CXO l Building TRIBE - A Peer Community for Entrepreneurs
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Validated learning in startups is how you learn what does and doesn't work. You must test a hypothesis you have, then get real feedback on that data. So many startups just start, and keep trying the same thing. There's a reason they don't get off the ground.

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Dan Moore

Co-Founder @Tarka | Customer Discovery Copilot for Builders | Find PMF 10x Faster with AI
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Remember that validated learning doesn't mean perfection. I've found it helpful to consider validation as simply learning something new. Taking a hypothesis, if we learned that 3-5 people in the real world (outside the office) think differently, then we've "invalidated" that hypothesis. Those 3-5 people won't tell you you're 100% spot on, but they should teach you something new that you didn't consider—a new phrase, a different way to position the product, or something else. If you're not learning, then you're likely asking the wrong questions.

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2 How do you apply validated learning?

To apply validated learning, you need to follow a cycle of three steps: build, measure, and learn. First, you build a minimum viable product (MVP), which is the simplest version of your product or service that can deliver the core value proposition to your customers. Second, you measure how your customers respond to your MVP, using metrics that reflect your goals and assumptions. Third, you learn from the results and decide whether to pivot or persevere. A pivot is a change in your strategy, based on what you learned, to explore a new direction or hypothesis. Perseverance is sticking to your current strategy, based on evidence that it is working.

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Dan Moore

Co-Founder @Tarka | Customer Discovery Copilot for Builders | Find PMF 10x Faster with AI
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To build a minimum viable product, you need to keep it minimal. Likely you shouldn't even need to write code. An email delivering a value proposition, or a pitch deck or website could even validate interest—which is much more important than validating product.

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Trenton Hughes

Investor l Managing Partner @ Unfounded Ventures l ex CEO & CXO l Building TRIBE - A Peer Community for Entrepreneurs
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People think in order to build a company, they need to have it be huge right off the bat, with everything figured out. That's not true. It's better to start with a minimum viable product, that you test and learn from. Once you see if customers like it, you take their feedback and roll it out. From there you iterate, learn more, scale and grow.

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3 How do you build an MVP?

An MVP is not a prototype or a beta version of your product or service. It is a way to test your value hypothesis, which is the assumption that your customers want and need what you are offering, and that they are willing to pay for it. An MVP should have enough features and functionality to deliver the core value proposition to your customers, but not more than that. The goal of an MVP is to get feedback from your customers as quickly and cheaply as possible, not to impress them with bells and whistles. You can build an MVP using various methods, such as landing pages, mockups, interviews, surveys, experiments, or demos.

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Dan Moore

Co-Founder @Tarka | Customer Discovery Copilot for Builders | Find PMF 10x Faster with AI
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After you have a cohort of early adopters willing to try out your product, then you can start building an MVP. In my experience, deliver the value and collect payment from performing the product manually a few times. Building a marketplace? Sell a few items on ebay or services on craigslist first. Building a content machine? Sell a few on fiverr first. Building a board game? Take some rocks and paper cards to your local board game store. Whatever teaches you something as cheaply (and quickly, since time is money) as possible. For software, start with a few forms backed by an Airtable. When you're overloaded with requests, then it's time to start investing in code.

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4 How do you measure customer feedback?

Customer feedback is the data that you collect from your customers after they interact with your MVP. Customer feedback can be qualitative or quantitative, depending on the type of MVP and the metrics that you choose. Qualitative feedback is the opinions, feelings, and insights that your customers share with you, through interviews, surveys, reviews, or comments. Quantitative feedback is the numbers, statistics, and trends that show how your customers behave, through analytics, conversions, retention, or revenue. Customer feedback should be relevant, actionable, and reliable, meaning that it should relate to your goals and assumptions, help you make decisions, and be based on sufficient and accurate data.

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5 How do you learn from customer feedback?

Learning from customer feedback is the most important step of validated learning, because it helps you validate or invalidate your hypotheses and decide whether to pivot or persevere. Learning from customer feedback is not just about looking at the data, but about interpreting it and drawing conclusions. To learn from customer feedback, you need to compare the results with your expectations, identify the patterns and insights, and formulate the next hypotheses to test. You also need to be honest and objective, and avoid confirmation bias, which is the tendency to seek or interpret data in a way that supports your existing beliefs.

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6 How do you pivot or persevere?

Pivoting or persevering is the decision that you make based on what you learned from customer feedback. Pivoting means changing one or more elements of your strategy, such as your customer segment, value proposition, revenue model, or distribution channel, to explore a new direction or hypothesis. Persevering means continuing with your current strategy, because you have evidence that it is working and that you are creating value for your customers. Pivoting or persevering is not a one-time event, but a continuous process of validated learning, where you keep testing and iterating until you find the product-market fit, which is the point where your product or service meets the needs and expectations of a large and profitable market.

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Benjamin P.

Critical Thinking | Analytical Solutions
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Take your lumps. Get up off the floor. Brush yourself off. And move forward. The most important thing that I ever learned when starting out was this: "People reject things that they cannot afford all the time." Ask a lot of questions about pricing from customers before you fixate on a price point. What are they spending now? If the answer is nothing, you may have an uphill education project before you ever make a sale. And if your product does more than their current solution, why price it for less? Don't be afraid to make profit. Understand their value expectation. And be ready to stand firm that you bring value beyond time and materials pricing -- it takes hard-learned knowledge to contribute solutions in a new and meaningful way.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use validated learning to pivot or persevere with your product or service idea?

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1 What is validated learning?

2 How do you apply validated learning?

3 How do you build an MVP?

4 How do you measure customer feedback?

5 How do you learn from customer feedback?

6 How do you pivot or persevere?

7 Here’s what else to consider

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