Assumption Mapping:
‍Understanding and Overcoming Assumptions to Improve Decision-Making
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What is assumption mapping?

Assumption mapping is a tool used to identify and understand the underlying assumptions that inform decision-making. It is a process of systematically identifying and examining the assumptions that shape our understanding of a problem or situation, and the decisions we make as a result. The goal of assumption mapping is to increase the transparency and validity of decision-making by making our assumptions explicit and subjecting them to scrutiny.

Why is Assumption Mapping Important?
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Assumptions are an inherent part of decision-making, and we often make them unconsciously. Without being aware of our assumptions, we may base our decisions on false or incomplete information. This can lead to poor decisions and missed opportunities. By making our assumptions explicit and subjecting them to scrutiny, assumption mapping helps us identify and overcome potential biases and errors in our thinking. It also helps us to identify and explore alternative perspectives, leading to more creative and effective decision-making.

Examples of Assumption Mapping in Action
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• Amazon: Amazon is known for its customer-centric approach, and assumption mapping has been a key part of its success. The company maps out its assumptions about customer needs and preferences and continuously tests these assumptions through customer research and feedback. For example, Amazon assumed that customers wanted a convenient and easy-to-use online shopping experience. To validate this assumption, the company conducted extensive customer research and made changes to its website, including adding recommendations and personalized search results, to make the shopping experience more convenient and intuitive.
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• Netflix: Netflix's success can be attributed in part to its use of assumption mapping. The company has a culture of experimentation and continuous improvement, and it maps out its assumptions about customer needs and preferences to drive its innovation. For example, Netflix assumed that customers wanted a convenient and personalized way to access and watch television shows and movies. To validate this assumption, the company conducted extensive customer research and made changes to its product, including using algorithms to recommend content based on individual viewing habits, to make the customer experience more personalized.
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• Starbucks: Starbucks has a reputation for providing a premium coffee experience, and assumption mapping has been a key part of its success. The company maps out its assumptions about customer needs and preferences and continuously tests these assumptions through customer research and feedback. For example, Starbucks assumed that customers wanted a welcoming and comfortable environment where they could enjoy their coffee. To validate this assumption, the company conducted extensive customer research and made changes to its stores, including investing in comfortable seating and creating a warm and inviting atmosphere, to make the customer experience more enjoyable.
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• Zappos: Zappos is known for its excellent customer service and large selection of shoes and clothing. The company maps out its assumptions about customer needs and preferences and continuously tests these assumptions through customer research and feedback. For example, Zappos assumed that customers wanted a convenient and personalized shopping experience. To validate this assumption, the company conducted extensive customer research and made changes to its product, including offering free shipping and returns, to make the customer experience more convenient and personalized.
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• Disney: Disney is known for creating a magical and memorable entertainment experience, and assumption mapping has been a key part of its success. The company maps out its assumptions about customer needs and preferences and continuously tests these assumptions through customer research and feedback. For example, Disney assumed that customers wanted a unique and immersive entertainment experience. To validate this assumption, the company conducted extensive customer research and made changes to its attractions, including using technology to enhance the experiences and providing excellent customer service, to make the customer experience more magical and memorable.

Conclusion
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Assumption Mapping is a powerful tool that can help us overcome biases and improve the quality of our decision-making. By making our assumptions explicit, we can subject them to scrutiny and identify potential flaws or gaps in our understanding. This can lead to more informed, effective and efficient decisions. It can be used in any field, whether it be Business, Politics, Engineering or any other field. It's the process of questioning and validating the assumptions which makes it valuable.

Do you have questions or ideas but can't get them validated or worked out? If so, don't hesitate to contact Stretch Innovation!