In short: you should take all of your assumptions. Do you know why you've made this assumption? Otherwise, it's something you don't know.
There's more than that, but it at least gets you questions, which can spawn more questions. You don't always know what you don't know, so something could always blindside you, but thinking about this will help prepare you.
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re: "(31) What do you not know yet?"
That is one hell of a tough question. Anyone care to elaborate as to what the answer might be for selling widgets in a new way online?
In short: you should take all of your assumptions. Do you know why you've made this assumption? Otherwise, it's something you don't know.
There's more than that, but it at least gets you questions, which can spawn more questions. You don't always know what you don't know, so something could always blindside you, but thinking about this will help prepare you.