idea? What are your riskiest assumptions? What is your evidence that... How does it fit our strategy? Who will be affected? How will you measure success? Who is responsible? What’s the detail? Is it... In 140 characters, describe what it is and what you hope to achieve. What’s the opportunity? We can deliver anything. The question is: should we? What do you need to test first or constantly monitor to validate with confidence? It’s desirable; it’s wanted and will be used? It’s sellable; we can promote & sell it, then service & support it? It’s feasible & scalable; there’s a plan to build & run it? It’s viable; that it fits strategically or there’s a clear path to profit? Which strategic or operating priority does this address? By doing this work, who will it impact & how will it delight or disappoint them? What empirical data or insights will you test? What will you measure? How? When? Who is supporting? Who is supporting? Who is supporting? Who is supporting? Who wakes up in the morning thinking about this? Expand on the big idea. What’s your vision, your goal? Wouldn’t it be great if… Something new? Improve something? Kill something? • Why should we pursue this idea? What are you basing this idea on? What are the facts that back up your idea? State your research, data or insight that supports the reason why. How does this idea fit with our strategy? • Who will be affected? Which people or segments are we targeting? Define the personas. Think about who has a problem that needs solving. When do they have the problem and why will our idea help? Who else will be affected? Think about our people as well. • What’s the detail? Tell the story of what you want to achieve. What’s your vision? What’s out of scope? • What are your riskiest assumptions? These will be the basis for hypotheses to test. Are you sure that the problem exists, that the proposed idea or solution is desirable, that we can profit or grow audience from it, that we can build it and service it? Separate assumption from fact. Your assumptions are things that have the potential to kill or pivot your idea if they are not true. Test the riskiest items first. • How will you measure success? What, how and when will you measure to provide feedback on whether your idea is working or failing? This may be quantifiable data or qualitative insight. This may apply to your experiments or to a live release. • What is your evidence that… Populate these boxes with relevant results from testing your assumptions. Who in the business do you need to help from to make your idea a success? Who will be responsible for customer insight, product development, technical support, commercial alignment, as well as marketing, sales and service? What do you need from them, how and when can they help you? Name them in the “Who is supporting?” box and open up a dialogue so that this doesn’t come as a surprise to them. Understand The Auto Trader Way Validated Learning Sellable & Serviceable Desirable Technically Feasible Commercially Viable Business Product & Tech Marketing & Operations Customer What’s your big idea? Assumptions > Hypotheses Evidence to validate or refute your idea Decision to Stop/Scale/Sustain/Sunset
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