assume this scenario: OK let's start, you are in year 2000, and you need to pay electricity bill, so you go to nearest collection office and stand in a line and wait for hours and pay the bill and become tired with all these hassle. now, I came to you and ask a questions 1. do you find difficulty in paying bills and if there is a service, do you use, where you can pay bills directly from home without visiting the office? based on response, I decide what to do next! thus, this is the idea validation, which is the best method directly learning from the customer.
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