PREVIEW: Pitch Provocations

​Pitch Provocations: how to probe for what the market really wants

​This is the final preview for this talk that I'll be premiering at UX London on 18th June. I'm delighted to share it with you a little early 🤫.

​All I ask is that you give me honest, brutal feedback so I can get the talk buttoned up ready for the big stage.

​Why is it often so hard to cross from the broad enquiry of ethnographic research to narrowly focused objectives for teams to work towards? This talk will peel back the layers on what's going on and what we can do about it. When everyone sees the situation differently, even though you're all looking at the same data, it can be tempting to force alignment. Instead, work with the variety and turn a group's hidden assumptions into lots of ideas (including some that are deliberately wrong). Then gauge reactions from the market in parallel so you can update your assumptions in an organic, natural way. Pitch Provocations is a fast, counterintuitive method to do just this.