My Life in Practice

Utilize the scientific method to evaluate our persona hypotheses to ensure we move forward with personas aligned with reality.

How will we know we are ready to move on to the next phase?

Exit Tollgate

We can prove or disprove the riskiest assumptions.

Tollgate Decisions

• We resolved the top 3–5 highest-risk assumptions.
• The problem is validated.
• The hypothesis is validated.
• There is enough proof to justify moving on.

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Persona Hypothesis Experiment

Utilize the scientific method to evaluate our persona hypotheses to ensure we move forward with personas aligned with reality.

Key Questions

• Is the hypothesis sufficiently detailed to allow it to be tested?
• Does the persona segment exist?
• Does the core dimension hold true?

Experiment Summary v.1

Decision

PIVOT Hypotheses hold. Failure is in persona profiles. Review and refine persona profiles to more closely align with the observed ground truth. Conduct initial interviews on new persona profiles.

Experiment Summary v.2

Decision

PERSEVERE Hypothesis continues to hold. Persona profiles are now in sufficient alignment to proceed to confirming jobs-to-be-done and beginning to build value propositions.

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