The document discusses how to design tests for validating business ideas and assumptions using the minimum viable product approach. It recommends setting a clear learning goal, forming a falsifiable hypothesis, making the test measurable, setting a fail condition, and time-boxing the test. Several examples of successful validation tests are provided, like using a video and landing page to generate 75,000 signups or a "wizard of oz" test proving people would buy shoes online. It emphasizes that the riskiest assumption to test is one that could kill the business if proven false, and that about half of validation tests should fail in order to provide meaningful learning.

1. Test Design

2. Learn Confirm

3. Minimum
Viable
Product

4. Minimum
Viable
Product
Test

5. Minimum effort
towards validated
learning

6. Search
Learn Confirm CEO hired
Customer
Discovery
Customer
Validation
Execute
AARRR
Customer
Creation
Company
Building
Pivot
Entrepreneurs start to think about leaving

7. Search
Learn Confirm
Customer
Discovery
Customer
Validation
Pivot
Confirm
Confirmation can be
achieved through
several kinds of tests,
depending on what
you want to confirm.

8. Test options
Are merely limited by your imagination

9. Video + Landingpage
75.000 signups

10. Wizard of Oz
Proved people would buy shoes online

11. Concierge
Created early customers

12. A test drives
validated learning

13. But what do we
need to learn?
You need to find your riskiest assumption, and a way
to (in)validate it.

14. The riskiest assumption is
the one that, if proven false,
will kill your business

15. How to design a test

16. How to design a test
- Set your learning goal

17. How to design a test
- Set your learning goal
- Form a falsifiable hypothesis to test

18. How to design a test
- Set your learning goal
- Form a falsifiable hypothesis to test
- Make it measurable

19. How to design a test
- Set your learning goal
- Form a falsifiable hypothesis to test
- Make it measurable
- Set a fail condition

20. How to design a test
- Set your learning goal
- Form a falsifiable hypothesis to test
- Make it measurable
- Set a fail condition
- Set a time-box

21. Build
Ideas
Measure
Learn
Lean Startup Process
Build Measure Learn Loop
Data Product

22. If you cannot fail,
you cannot learn
About half your tests should fail

23. Accept failure as
validated learning
Swallow your pride, become successful

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