Assume less, observe more: the toothbrush design challenge

Identifying, and testing, hidden assumptions is a critical skill for any entrepreneur. This fun and high energy exercise, which won the 2019 USASBE 3E Excellence in Entrepreneurial Exercises Award, utilizes children’s toothbrushes to help students see how easily they can make hidden assumptions that hinder the success of a project. Then the exercise introduces students to customer observations, a tool they can be used to mitigate the consequences of hidden assumptions. Overall, this is an engaging design thinking exercise that encourages students to assume less, and observe more.