Seite - 75 - in Digital Entrepreneurship - Impact on Business and Society

possible to increase the probability of identifying the global maximum. At every level of the venture pyramid, there are different creativity techniques (e.g., analo- gies or patterns) that can be applied to support the process of divergent thinking. Convergent thinking takes an analytical approach to identify the best possible alternative. Inourunderstandinghere, thefirst diamondaims to identify the riskiest assumptions at the particular level of the venture pyramid. In short, through divergent thinking, a startup ideates a range of alternative assumptions, and the convergent thinking processes allow the startup to select the riskiest assumption. The end of the phase often marks the so-called Howmight we (HMW) question (Knapp et al. 2016), which opens the second diamond and asks how this assumption can be tested. The second diamond reflects the ideation (divergent thinking), selection (convergent thinking), and finally the conduction of an appropriate experiment at every level of the venture pyramid. To support the ideation of alternative experiments at the level of product-market fit, we match different digital businessmodels with patterns ofminimum viable products in the subsequent chapter. 3.2 IdentifyingMinimumViable Products for Digital BusinessModels There aremultiple ways to test themost critical assumptions at every level of the venturepyramid.At the lowest level of theventurepyramid, startups canchoose to use secondarymarket research or behavioral data (e.g., Google keyword searches) Fig. 3 Path of deliberate entrepreneurial experimentationwith the venture pyramid (reference to Göcke 2017b) 78 L. Göcke and R.Weninger