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Reduce the risk of commercial failure

  • Writer: Kelly Custer
    Kelly Custer
  • Mar 14, 2023
  • 1 min read

"The objective of a concept test is to reduce the risk of commercial failure by giving you an early read about how the market might react so that you can make changes in your design before you have gone too far down one path."




It's jam-packed with pointers and strategies for big innovation improvement. It's so worth watching!

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