Virgin: How to make your ideas work

“I work on the basis that if you ask friends and family they will tell you what you want to hear, and if you ask anyone else they will tell you what their ‘predictable’ and ‘rational’ self would do, but anyone who has read Dan Ariely’s ‘predictable irrational’ knows this is not what they will actually do.

“My advice would be if you have the nerve, make up a few mock-ups of your product, stick them on the shelf in your local supermarket and watch (at a distance) what happens. Obviously don’t let anyone take them to check out, and when you do approach the customer to get your mock-up back ask them why thy picked it up. This feedback will be invaluable.”

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