Aid solution because there is no better alternative! It’s when you stumble on evidence like this that your “value innovation” creative juices should start flowing. Now that we have feedback, you and your team, like Bita and Ena, need to make some decisions, because one of three things should have happened: You did not validate your customer hypothesis. Therefore, you need to pivot on who you think your customers really are. Go back to Step 1. You did not validate the pain point your customers were experiencing. Therefore, you need to pivot on the problem. Go back to Step 2. You validated both your customer and your problem hypothesis and are feeling pretty good about your solution’s value proposition. Go on to Chapter 4.