Why you should try to be wrong

Getting things wrong is often seen as a setback, something to be avoided at all costs. But what if we shifted that perspective? What if this wasn’t something to fear but a tool that we could use?

By assuming we are wrong we can challenge assumptions and open the door to bigger things.

Start by looking at an issue or product in your business. What assumptions are you making about it?

Now reverse those assumptions. For example, if you assume a product must be affordable to succeed, ask, “What if the product’s success depends on it being expensive?”

This exercise frees your mind from the assumptions that are limiting progress. Reversing them allows you to explore untapped opportunities and create new solutions.

Here are a few examples of assumption reversals that lead to significant business growth.

When Albert Sloan was president of General Motors in 1923, he reversed the assumption that customers had to pay for a car before driving it. He pioneered the concept of instalment payments allowing customers to pay over time (with interest of course).

Until recently there was a common assumption in the travel industry that holiday discounts always boost sales. While discounts initially boost sales, they also decrease the average purchase value and can make the brand look cheap. Overturning the assumption and offering premium bundles and exclusive offers instead of discounts saw revenue rise without damaging the brand.

Before Steve Jobs rejoined Apple in 1997 the assumption was that a wide product range was needed to serve a larger customer base. Jobs slashed underperforming products and simplified the product line to focus on high end customers putting Apple on the road to becoming a trillion-dollar company.

Playing devil’s advocate and assuming that your assumptions are wrong can give new insights and opportunities for growth. Done early enough, this proactive approach lets you refine your strategy before you invest heavily in it.