Separate enthusiasm from evidence
A compelling idea often arrives with a persuasive story. Write down the assumptions inside that story: who needs the solution, why they would use it and how it supports the business. An opinion from a senior stakeholder is an input, but it does not by itself establish customer demand.
Choose the next learning step
Different questions need different evidence. Interviews may help clarify a problem. A prototype may reveal confusion about a proposed experience. A controlled test may help evaluate a behavioural change. Choose the method that addresses the most important uncertainty rather than collecting information simply because it is easy to obtain.
Set a decision rule
Before gathering evidence, state what you would do with it. Which result would justify more investment? Which would prompt a revised idea? Which would make you stop? These rules do not eliminate judgment, but they make it harder to reinterpret every result as support for the original plan.
Choose one decision your team is making now. Use the questions in this article to clarify the problem, evidence and next step.