me who hate shopping. JAIME How about we interview them and run some experiments to test variations on your value proposition? PAUL I feel like we can just start building out a website and see how things go. JAIME Why don't you take a closer look at all the sites from the market research and see how they work. Or have your wife look at them? I also made some other recommendations on other ways to attack the problem with an ecommerce business model. PAUL I still think my original idea has legs. END SCENE. Paul obviously wasn’t happy with the market analysis, but guess who was? His wife! She sensed that this idea could be a money pit and was glad to have a strong second opinion to back up her instincts. In the end, Paul the movie producer dumped this idea and went back to making movies. I never heard from him again. LESSONS LEARNED You must question your stakeholders and clients about their understanding of the competition and ensure that whatever statements they make are thoroughly backed by empirical research. The analysis should also recommend alternatives, especially if the initial product vision and business model have risks. After all, you do want to help clients convert their dreams into an executable strategy. Sometimes, people have fixed ideas, and no amount of research will change their minds. That’s when the strategist has to ask a personal and ethical question of herself: will I help this person make the product regardless of the research, or do I walk away?