Every business these days claims to be customer-centric but when was the last time you actually spoke to your customers?
What is their situation? What has changed for them? How much of this will be lasting change? What are their new and evolving needs and frustrations?
To maximise the value of these conversations, a good starting point is to first undertake an assumptions mapping exercise.
Assumptions can be very costly if they are proven to be incorrect, so articulating these prior to your conversation will allow you to focus conversations on checking and validating the existing beliefs that underpin your current business decisions – enabling you to avoid confirmation bias.