Deep Impact’s culture of learning and sharing means we often uncover pearls that reshape our thinking and methodology. The pretotyping pearl is so important that we need to share it with you: Alberto Savoia describes pretotyping in The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed (Harper Collins). Deep Impact COO Manuela Hug applies it.
In pretotyping, prototypes are not examined for likes and weaknesses, instead they form a market engagement hypothesis (an MEH).
This type of hypothesis is quantitative and precisely describes the customer group and how and when they will need the new offer. The hypothesis is tested, for example, by pretending that the service or product already exists. This is the fake door pretotype.