{"id":3337,"date":"2018-04-01T05:16:14","date_gmt":"2018-04-01T05:16:14","guid":{"rendered":"https:\/\/www.iese.edu\/insight\/?post_type=article&p=3337"},"modified":"2025-04-08T05:16:14","modified_gmt":"2025-04-08T05:16:14","slug":"got-an-idea-for-your-business-test-your-assumptions","status":"publish","type":"article","link":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/","title":{"rendered":"Got an idea for your business? Test your assumptions!"},"author":47,"featured_media":5982,"menu_order":0,"template":"","tags":[48],"class_list":["post-3337","article","type-article","status-publish","has-post-thumbnail","hentry","tag-entrepreneurship"],"acf":[],"yoast_head":"\nGot an idea for your business? Test your assumptions! | 天美传媒 Insight<\/title>\n<meta name=\"description\" content=\"Using the example of a U.S. hospital, Jeanne M. Liedtka of Darden highlights three common challenges that arise when companies jump to solutions before they have thoroughly explored the current reality of the user experience. She shows how to leverage the design-thinking model to test assumptions and get back on track.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Got an idea for your business? Test your assumptions!\" \/>\n<meta property=\"og:description\" content=\"Using the example of a U.S. hospital, Jeanne M. Liedtka of Darden highlights three common challenges that arise when companies jump to solutions before they have thoroughly explored the current reality of the user experience. She shows how to leverage the design-thinking model to test assumptions and get back on track.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/\" \/>\n<meta property=\"og:site_name\" content=\"天美传媒 Insight\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-08T05:16:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2023\/01\/design-thinking-test-assumptions.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1153\" \/>\n\t<meta property=\"og:image:height\" content=\"761\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/\"},\"author\":{\"name\":\"pseager\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#\\\/schema\\\/person\\\/d7a2c42a4779bce0ca8bda03e5becba3\"},\"headline\":\"Got an idea for your business? Test your assumptions!\",\"datePublished\":\"2018-04-01T05:16:14+00:00\",\"dateModified\":\"2025-04-08T05:16:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/\"},\"wordCount\":9,\"publisher\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/design-thinking-test-assumptions.jpg\",\"keywords\":[\"entrepreneurship\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/\",\"url\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/\",\"name\":\"Got an idea for your business? Test your assumptions! | 天美传媒 Insight\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/design-thinking-test-assumptions.jpg\",\"datePublished\":\"2018-04-01T05:16:14+00:00\",\"dateModified\":\"2025-04-08T05:16:14+00:00\",\"description\":\"Using the example of a U.S. hospital, Jeanne M. Liedtka of Darden highlights three common challenges that arise when companies jump to solutions before they have thoroughly explored the current reality of the user experience. She shows how to leverage the design-thinking model to test assumptions and get back on track.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/design-thinking-test-assumptions.jpg\",\"contentUrl\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/design-thinking-test-assumptions.jpg\",\"width\":1153,\"height\":761},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/articles\\\/design-thinking-test-assumptions\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Got an idea for your business? Test your assumptions!\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#website\",\"url\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/\",\"name\":\"天美传媒 Insight\",\"description\":\"Relevant Business Knowledge\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#organization\",\"name\":\"天美传媒 Insight\",\"url\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/11\\\/Logo-天美传媒.png\",\"contentUrl\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/11\\\/Logo-天美传媒.png\",\"width\":290,\"height\":290,\"caption\":\"天美传媒 Insight\"},\"image\":{\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.iese.edu\\\/insight\\\/#\\\/schema\\\/person\\\/d7a2c42a4779bce0ca8bda03e5becba3\",\"name\":\"pseager\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f73a948b05de43f51815155b66872204c43eebc611d83517f790f975353029ea?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f73a948b05de43f51815155b66872204c43eebc611d83517f790f975353029ea?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f73a948b05de43f51815155b66872204c43eebc611d83517f790f975353029ea?s=96&d=mm&r=g\",\"caption\":\"pseager\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Got an idea for your business? Test your assumptions! | 天美传媒 Insight","description":"Using the example of a U.S. hospital, Jeanne M. Liedtka of Darden highlights three common challenges that arise when companies jump to solutions before they have thoroughly explored the current reality of the user experience. She shows how to leverage the design-thinking model to test assumptions and get back on track.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/","og_locale":"en_US","og_type":"article","og_title":"Got an idea for your business? Test your assumptions!","og_description":"Using the example of a U.S. hospital, Jeanne M. Liedtka of Darden highlights three common challenges that arise when companies jump to solutions before they have thoroughly explored the current reality of the user experience. She shows how to leverage the design-thinking model to test assumptions and get back on track.","og_url":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/","og_site_name":"天美传媒 Insight","article_modified_time":"2025-04-08T05:16:14+00:00","og_image":[{"width":1153,"height":761,"url":"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2023\/01\/design-thinking-test-assumptions.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/#article","isPartOf":{"@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/"},"author":{"name":"pseager","@id":"https:\/\/www.iese.edu\/insight\/#\/schema\/person\/d7a2c42a4779bce0ca8bda03e5becba3"},"headline":"Got an idea for your business? Test your assumptions!","datePublished":"2018-04-01T05:16:14+00:00","dateModified":"2025-04-08T05:16:14+00:00","mainEntityOfPage":{"@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/"},"wordCount":9,"publisher":{"@id":"https:\/\/www.iese.edu\/insight\/#organization"},"image":{"@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/#primaryimage"},"thumbnailUrl":"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2023\/01\/design-thinking-test-assumptions.jpg","keywords":["entrepreneurship"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/","url":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/","name":"Got an idea for your business? Test your assumptions! | 天美传媒 Insight","isPartOf":{"@id":"https:\/\/www.iese.edu\/insight\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/#primaryimage"},"image":{"@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/#primaryimage"},"thumbnailUrl":"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2023\/01\/design-thinking-test-assumptions.jpg","datePublished":"2018-04-01T05:16:14+00:00","dateModified":"2025-04-08T05:16:14+00:00","description":"Using the example of a U.S. hospital, Jeanne M. Liedtka of Darden highlights three common challenges that arise when companies jump to solutions before they have thoroughly explored the current reality of the user experience. She shows how to leverage the design-thinking model to test assumptions and get back on track.","breadcrumb":{"@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/#primaryimage","url":"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2023\/01\/design-thinking-test-assumptions.jpg","contentUrl":"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2023\/01\/design-thinking-test-assumptions.jpg","width":1153,"height":761},{"@type":"BreadcrumbList","@id":"https:\/\/www.iese.edu\/insight\/articles\/design-thinking-test-assumptions\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.iese.edu\/insight\/"},{"@type":"ListItem","position":2,"name":"Got an idea for your business? Test your assumptions!"}]},{"@type":"WebSite","@id":"https:\/\/www.iese.edu\/insight\/#website","url":"https:\/\/www.iese.edu\/insight\/","name":"天美传媒 Insight","description":"Relevant Business Knowledge","publisher":{"@id":"https:\/\/www.iese.edu\/insight\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.iese.edu\/insight\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.iese.edu\/insight\/#organization","name":"天美传媒 Insight","url":"https:\/\/www.iese.edu\/insight\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.iese.edu\/insight\/#\/schema\/logo\/image\/","url":"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2022\/11\/Logo-天美传媒.png","contentUrl":"https:\/\/www.iese.edu\/insight\/wp-content\/uploads\/sites\/3\/2022\/11\/Logo-天美传媒.png","width":290,"height":290,"caption":"天美传媒 Insight"},"image":{"@id":"https:\/\/www.iese.edu\/insight\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.iese.edu\/insight\/#\/schema\/person\/d7a2c42a4779bce0ca8bda03e5becba3","name":"pseager","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/f73a948b05de43f51815155b66872204c43eebc611d83517f790f975353029ea?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f73a948b05de43f51815155b66872204c43eebc611d83517f790f975353029ea?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f73a948b05de43f51815155b66872204c43eebc611d83517f790f975353029ea?s=96&d=mm&r=g","caption":"pseager"}}]}},"_links":{"self":[{"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/article\/3337","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/article"}],"about":[{"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/types\/article"}],"author":[{"embeddable":true,"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/users\/47"}],"version-history":[{"count":1,"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/article\/3337\/revisions"}],"predecessor-version":[{"id":16457,"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/article\/3337\/revisions\/16457"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/media\/5982"}],"wp:attachment":[{"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/media?parent=3337"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iese.edu\/insight\/wp-json\/wp\/v2\/tags?post=3337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}