6. Mistakes to avoid

Being content with declarative statements does not allow us to identify what is considered "unavoidable" and de facto unquestionable, whereas it is often these points that can support innovation.

Don't put yourself in the customer's shoes just because you're the person who knows the product or service best. It's precisely your in-depth knowledge of the subject that prevents you from seeing the product or service through the eyes of a customer. What may be obvious to you may appear incomprehensible to the customer. This is one of the most common mistakes made to save time.