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"Unbundle the monetization hypothesis from the value hypothesis". This is the meta-point i didn't realize until Sandy pointed it out to us years ago.

When we finally grokked that, we found our product hypotheses around adoption/monetization were correlated but different. It forced us to be clearer within our hypothesis definition process.

We realized we had to manage for the fact that within our customers there was a meaningful difference between users who use the product daily & the actual business unit buyer who signed the invoices and owned the underlying business case.

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