Answers the simple question
Proof is primarily used in two ways
To determine whether you should continue to invest in a product, service, or experience
To turn a new idea into a Qualified Concept™ to prove it should or should not exist
Proof gives leaders the ability to make confident go/no-go product decisions by providing a consistent way to evaluate concepts across a wide spectrum of opportunities.
Only ideas that have met rigorous requirements become a Qualified Concept, which signifies the conclusion that the likelihood of success merits further commitment of resources.