Most Value Is Created After Version One

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You will learn the most about the customer after you launch the product, don’t waste the opportunity to build on those learnings. Everything is a hypothesis until customers are using the product at scale. While what your team invests in “pre-launch learning” — the customer interviews, prototype testing, quantitative analysis, beta testing, etc. — can give you a massive leg up on the probability of being right, there are always behaviours and edge cases that emerge once you ship the feature to 100% of customers. As a percentage of customer insight learned, you will gain the majority of learning after launch. To not investing accordingly by iterating the product (sometimes drastically), doesn’t make sense with that in mind.— Brandon Chu

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