The best business plans are based on a set of assumptions. Market size, customer needs, competitive advantage, expendable income, trend forecasting, demographic shifts, productions costs, sales volumes, etc. Any of these sound familiar?

We are really good at identifying these assumptions and ensuring that we cover every last one. We throw them all into a blender and voila, business plan.

Our entire business is planned out with very little if any testing. It sounds absurd when you think about it, but more often than not, this is how we create business plans.

Our assumptions are merely guidelines. They help us to define experiments to test their validity. Until the assumptions about our business are validated, they’re just interesting ideas. Just like human teleportation.

Welcome to the LAB.


Pedro Kümmel

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