Ep 65 – The art of hypothesis testing in startups with Alex Osterwalder

EP 65 – The art of hypothesis testing in startups with Dr. Alex Osterwalder

Episode Stream



🎙️ Want to know how to optimize your hypothesis testing and find out how the experts do it?

Tune in to today’s engaging podcast, where Alex Osterwalder, the creator of the Business Model Canvas and co-founder of Strategyzer, is interviewed. Ranked no. 4 of the top 50 management thinkers worldwide and visiting professor at IMD, Alex is known for simplifying the strategy development process and turning complex concepts into digestible visual models.

Within the episode they dive into the art of testing and developing hypotheses to give you the most valuable insights, indulging into deep dives in topics such as:

  • Why hypotheses should focus on desirability rather than feasibility
  • The relevance of leveraging AI in hypothesis testing
  • How to test hypotheses without direct contact with the desired data sources
  • Testing hypotheses in corporate or B2B environments

Plus, stick around for some great advice Alex would have given his younger self! You don’t want to miss out on this thought-provoking conversation!


P.S. The YouTube video can be very beneficial to see the great visuals Alex creates during the podcast to make the content more digestible.

Thank you for listening to our podcast! Don’t forget to subscribe to the podcast and stay tuned for more exciting episodes 🙂



(0:45) Gerrit Introduces Dries Faems and Alex Osterwalder

(1:45) Alex tells his personal story of where he came from today

(5:30) What does a hypothesis in a startup context mean?

(10:55) Why is it the case that hypotheses should be directed at desirability rather than feasibility?

(13:50) What signals in people do you look for when you’re testing your hypothesis to support it?

(17:55) What is your advice for people that don’t have access to data points they ideally want to have?

(20:20) How to do hypothesis testing in the B2B environment?

(25:05) Interesting fact on first-time entrepreneurs

(26:40) What are your experiences testing hypotheses in a corporate environment?

(31:40) How would you advise people to find the time to stop the venture process?

(35:45) How to prepare a founder’s mindset for failure?

(39:40) Do you see opportunities for leveraging generative A.I. in the testing?

(42:20) Using A.I. for customer interviews

(44:45) Will we still need human interviewees in the future?

(46:20) Understanding human behavior and interacting with technology

(47:30) What has changed around the business model canvas since you created it?

(53:10) Do you see a point of unity of all the tools creating a one-stop shop?

(56:30) What advice would you give your younger self?

(58:15) What books do you have on your bedside table?

(59:20) What’s in your playlist?

(1:00:10) Thank you Alex for being there!

(1:00:40) Outro by Gerrit