If you want to solve a problem that doesn't yet exist, then you are going to need deep pockets and lots of patience and persistence. This type of technology is commonly known as ‘bleeding edge’.

The core theme behind The Salt Test is defining your riskiest assumptions and then testing them to see if they pass or fail. It is therefore imperative to have a set of numbers that define what constitutes a pass or a fail.

I don’t believe it is an exaggeration to say that getting the right pricing can make or break your product. If there is ever a single number that reflects your product brand and positioning, then it is the price.