Here is one real-life example. We haven’t taken names, but we promise we didn’t make this up.
The CEO of this company told us that he thinks there is one segment from which they weren’t making enough revenues. So we went and spoke to some of the customers from this segment (our client was a B2B company), to find out how our client could serve them better.
These customers told us that our client has some very interesting data that could be very useful for them, and if our clients could please develop some products using this data? Then we got down to our clients’ data, and interrogated it from the point of view of developing products for this new segment. We got some product ideas, which we quickly converted to pretotypes and took back to the same clients. These clients gave us feedback on whether they find them useful or not, and what kind of changes they wanted. And then we iterated.
We finally left our clients with working market-tested pretotypes, which they could then take over and develop.