Peter Sayburn, CEO, and Iain Montgomery, Principal Consultant, at Market Gravity discussed rapid prototyping, which is doing something very quickly and producing rough versions of an idea to show how (or prove that) it could work. Lotteries must learn to be customer-centric, not customer-led. “Think. Make. Test. Learn,” he stressed.

Sayburn took the audience through multiple examples of risky assumptions and how to de-risk them.

“Provoke a response from customers to different brand options,” said Sayburn. The goal is to build the smallest thing possible to test the concept. “A prototype is anything which helps you learn something about what you’re making.”