The old world of business was one of trial and error; sometimes ideas worked out and sometimes they went belly up. The only way people learned in this context was through painful failure.But today there are other options. Now business people can remove the risk from their ideas, while reducing the costs incurred in the event of failure.They do this by verifying products through user testing. In other words, rather than assuming you have a great idea that will solve your customer’s problems, why not just put it into action and see what happens?People often have great ideas that don’t correspond to the desires of the market, and by testing these ideas on a selection of users and gathering feedback in the process, one can fine tune them so they fit market demand. From there, a revised product can be rolled out, its success can be measured and further feedback can be incorporated.