Exploring the 'hard test easy life' concept in innovation tactics

A Hard Test is when you strip away all the accoutrements of what a product or marketing set up “should” look like, so you can distil out the absolute core. How do customers CHOOSE the value you promise, and how do they USE you to get that value? If that core doesn’t fundamentally work, all the fancy visuals and words in the world won’t help. But if the raw, distilled core works, you can be confident that building more around it will make it better and better. We talk about applying the Hard Test philosophy to your marketing and sales funnels in a way that’s so simple - and so terrifying.

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