When your hypothesis is wrong acknowledge it quickly

While developing a hypothesis about a new product or solution and validating the same with customers and users, you'll find out more often than not that your hypothesis is  wrong. When such a thing happens, admit that your hypothesis is wrong quickly and focus on accommodating the new found facts into the new hypothesis. There is no shame in that. No one expects you to be a know it all. Admitting that your assumptions were wrong and adopting a new hypothesis is a very powerful tool.

Just because your assumptions are wrong does not mean that your work is a failure. On the contrary, by quickly providing a hypothesis and enabling a conversation, you will arrive at the right solution quicker that others who toil away at developing the fool proof hypothesis.