Navigating Emotional Responses in Qualitative Research

Many founders think “figure out how to build it, then figure out how to market it” but in our experience, it’s much more effective to move the “figure out how to market it” and do that right away. What founders who do this find is that they quickly get much clearer about what to build (and what not to build) too. And one of the fastest ways we’ve found to do this is using Pitch Provocations as parallel safe to fail probes. Today, we talk about why and how.

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