During which phase do entrepreneurs challenge their own assumptions?

The phase in which entrepreneurs challenge their own assumptions is during the Ideate phase. This stage is critical because it encourages creative thinking and the exploration of various ideas and perspectives. During Ideation, entrepreneurs brainstorm and generate a wide range of potential solutions to a problem, while also critically examining their preconceived notions and approaches. This self-reflection is essential for innovation, as it allows entrepreneurs to pivot or adapt their strategies based on new insights or feedback.

Challenging assumptions during Ideation helps avoid the trap of confirmation bias, where an entrepreneur might only focus on information that supports their existing beliefs. By questioning their assumptions, they can uncover new opportunities, identify potential pitfalls, and develop more robust business strategies that are aligned with actual market needs rather than just theoretically sound ideas.