Turning trend forecasts into testable hypotheses
Give each forecast an observable signal, such as a change in search acquisition or mobile enquiries. Revisit the signal before converting a prediction into a purchase commitment.
Putting planning and trade-offs into practice
Planning connects business goals to customer tasks and prioritised pages and functions. Separate confirmed needs, research hypotheses and future ideas.
Checking the result
Give near-term work inputs, an owner and an inspectable result before deciding the next step. Retain reasons for rejecting alternatives.
