Expose the Dogmas
Expose the Dogmas
Every industry runs on unwritten rules nobody voted for. The fastest way to find one is to listen for the sentence your customers have learned never to say. Fill in the blanks, name five, then break the ones worth breaking.
What five things will you never hear a customer say about our service?
The five you never hear
Write the sentence as they would say it, in their words. If it sounds too obvious to write down, that is the one.
Five minutes, no filter
Start the clock and keep going past the point where it gets uncomfortable. Quantity now, judgment later — the list is supposed to contain bad ideas.
Thirty minutes to overturn them
Two questions per dogma. Would the market actually pay for the opposite? And what would have to be true for you to deliver it? Answer both and the card gets stamped.
Nothing to overturn yet. Name a few dogmas above and they will appear here as cards.
What you are actually going to do
Only the dogmas you called valuable and gave a route to. This is the shortlist worth taking into a room with other people.
- A dogma lands here once you mark it valuable and write down one way to make it happen.