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Oftentimes, it turns out that the idea we have is not equal to the problem or even solution our customer has in mind. That’s why it’s important to test our Value Proposition at every step of the way. To start, we examine our assumptions or uncertainties. Then, we prioritize them by comparing them to the hierarchy of tests. Finally, we design and run tests that give us evidence, allowing us to know how to adjust our next step.
Intro to Testing 
Identifying Uncertainties
5 min ea
Tell your partner the things that are keeping you from launching today.
Desired Result: A list of things you're uncertain about.
The Testing Hierarchy
10 min ea
Discuss with your partner: what things do you need to test, according to the hierarchy diagram?
Desired Result: Match your uncertainties with the corresponding hierarchy test-level.
Fill out a Test Card
10 min
Take 10 minutes to fill out a test card. Consider how you can simulate your business for customers without building it out.
Test CardDesired Result: Design your first test.
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This preview is a pretty good representation of the book itself. Of particular value is page #28, which shows Experiment Sequences. These sequences demonstrate the Hierarchy of Tests in action.
This is a great tool to help you design tests aka experiments.
This is a great tool to help you record your test results.
More MaaaaadLibz fun. Just fill in the blanks and get a quick story you can tell folks. Tweak it to fit your style.
Soooo, there’s a lot here. Like a lot. It’s ok if it’s overwhelming – just send Dan a quick DM here or on Slack if you’d like a walk-through 🙂 Bottom line is this is a tool that can help you think through a tested marketing strategy.
This is a good reference that will show you how the concept of funnels works. Download and scroll through it – it should take about 30 minutes start to finish for a decent understanding.
The WAY to craft your game-changing service or product. This sheet helps you create a timeline of value propositions that solves your customer’s problems step-by-step, revealed to them at.each.perfect.moment.
