This time, the problem wasn't generate ideas in a Design Thinking model, here the problem was that our organization believe they knew the problems of the users. When this happens, specially in an organization that haven't launched any qualitative o quantitative research, your idea can become a product that resolves anyone's pains.

I tasked myself on creating new Business Model Canvas to validate as quickly as possible the ideas Stakeholders had.

Four months later I've managed to invalidate four different ideas. Researching in more than 30 companies, interviewed 50 users in deep and learned interest things like:

1. · Forget walking, just run, RUN & if possible fly! But do it wisely.
2. Going fast means, having enough knowledge about what you're doing that you don't hesitate on a challenge like this.
3. · Recruiting into a B2B is a pain, a huge one. Contact first as many users you can through your contacts. Look first what you have on your hands and don't go to an agency, specially if you don't have enough budget.
4. · Got to be rigorous in your research and your results, the Lean method is raw but the results deserve it. Believe, don't put user in center, validate ideas does. Everything you believe is always a hypothesis that you must validate, if not, your conclusions may be useless.

After that was time to generate MVP's that can demonstrate invest time in research is worth it. We created a concierge with several fake doors to segmented audiences.

Now we are learning and simulating a product and are closer to offer a value that accomplish user needs, than to send one more idea to the graveyard.