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Once you and your team have taken a shot at answering these questions, you’ll probably find that you’ve had to make some guesses. Very few product teams immediately know the answer to all of these questions with any level of confidence.

If you do feel like you know the answers to all of these questions, how do you know that you’re right? Are the answers based on solid qualitative and quantitative feedback? Do you have any evidence that everything you believe is true?

Of course, if you don’t yet have a product, you’re just making up the answers to all of these questions. That’s fine for now, but your next step should be to try to figure out whether the person you’ve just described exists. If you already have a product with users, make sure that your answers are based on current evidence—not research that may have been done years ago or a vague “feeling” that you have from talking to some users occasionally.

And don’t be afraid to say, “I don’t know.” If you don’t know the answers to some of the questions, that’s fine. Just make sure that you’ve got a plan for learning what you don’t know yet.

When you have some evidence that the things you believe to be true really are, you can check the Validated box for that section of the map. This will help you keep track of what you think you know and what you’ve tested.