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We Don't Know What We Don't Know

  • Writer: Kelly Custer
    Kelly Custer
  • Feb 1, 2023
  • 1 min read

When we run concept tests the big ahas don't come from areas we've pre-identified. They usually come from areas we didn't know we didn't know about.


This puts us in danger of not running the test at all because from what we can see pre-test, there are no gaps in our understanding.


So our secret weapon becomes running the test anyway.

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