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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Articles - Crowdfunding and Corporate Innovation - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Source: Testing Business Ideas pg 281</image:caption>
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    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611701939748-CGAVK6HMK6R0THYATUJA/image-asset.png</image:loc>
      <image:title>Articles - An Introduction to Experiment Pairing</image:title>
      <image:caption>Manually deliver value to your customers behind a digital curtain</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611702016191-VF01EYRZXCHBJ2LN0V6X/image-asset.png</image:loc>
      <image:title>Articles - An Introduction to Experiment Pairing</image:title>
      <image:caption>Customer Interviews inform your value proposition</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/dollar-shave-clubbed-pt1</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611706759046-2CDP1M4KE2X4G56Q2DS8/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed</image:title>
      <image:caption>How most of us fill out a Business Model Canvas, with the product in the middle.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611706813236-AFNKX027HC95B0HN26RU/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed</image:title>
      <image:caption>How we should start thinking about our strategy, before it’s too late.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611706877111-FINZFWURPIIHPIQD1I0A/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed</image:title>
      <image:caption>Try thinking about your strategy this way instead.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611707004320-4ZM8J258NDM1OM8S8ZJL/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed</image:title>
      <image:caption>The beginning of a disposable razor Value Proposition Canvas.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611707122390-1OKSVRVHEUGC8XVBSDXP/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed</image:title>
      <image:caption>Check the box on the left against the circle on the right.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611707236347-HWZNGOXZRPZPF6KWIFWR/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611707306485-9Q5JQ34WUA7Y2RL10NNR/image-asset.jpeg</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/dollar-shave-clubbed-pt2</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611803740966-5V3666NCBDNW936YIHR5/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed (Part 2)</image:title>
      <image:caption>Last time we focused on key resources, value proposition, channels and revenue streams</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611803801467-D6D31UA7HBKHFFCZA6BJ/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed (Part 2)</image:title>
      <image:caption>Owning the key activities drives up your cost structure</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611803884947-72VUMT68K1Z3LWBIS9QJ/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed (Part 2)</image:title>
      <image:caption>Dorco razor prices at online wholesalers</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1611803929224-YB6MG7ZU5IS0GLR6M2CD/image-asset.png</image:loc>
      <image:title>Articles - Don’t Get Dollar Shave Clubbed (Part 2)</image:title>
      <image:caption>By partnering with Dorco, Dollar Shave Club eliminated manufacturing and R&amp;D costs</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/case-study-toyota</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-02-12</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1613004439026-RULDIATB8BOXW3GB6M5I/image-asset.jpeg</image:loc>
      <image:title>Articles - Case Study - Toyota</image:title>
      <image:caption>A landing page the team created and launched in under 2 days.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1613004611472-JBPXD8SDP68BIX1EXGVR/image-asset.jpeg</image:loc>
      <image:title>Articles - Case Study - Toyota</image:title>
      <image:caption>The Toyota team preparing for their tests at a local gas station in Silicon Valley.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1613004646190-9BUV3KFJVVP89MBLLJK1/image-asset.png</image:loc>
      <image:title>Articles - Case Study - Toyota</image:title>
      <image:caption>The MVP Toyota installed into a Camry and integrated with iBeacon to test with customers.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1613004873176-N6M8DHYC7QFT8PTEOJZN/image-asset.png</image:loc>
      <image:title>Articles - Case Study - Toyota</image:title>
      <image:caption>An updated UX for the in car MVP.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/find-early-adopters</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1613005189356-ANYNSEGK3VSBSK9D6T93/image-asset.png</image:loc>
      <image:title>Articles - How Do I Find My Early Adopters?</image:title>
      <image:caption>Source: Steve Blank 4 Steps to the Epiphany &amp; Testing Business Ideas</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1613005285813-FHUH2A7PCQY6UTPF17EO/image-asset.png</image:loc>
      <image:title>Articles - How Do I Find My Early Adopters?</image:title>
      <image:caption>Source: Steve Blank 4 Steps to the Epiphany &amp; Testing Business Ideas</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1613005349169-F2UVYXA3ZKQWWMTA0UOY/image-asset.png</image:loc>
      <image:title>Articles - How Do I Find My Early Adopters?</image:title>
      <image:caption>A simple landing page template</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/principles-of-experiment-flow</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614202515915-HW3C35UW3OQJOY2HOLHP/image-asset.jpeg</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614202600660-GPZI5BQ9PMU2IPK59O1R/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
      <image:caption>Get the experiments out of your head and written down.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614202740691-9NMBVC91TND031MXC11S/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
      <image:caption>A simple experiment board</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203075350-JKG15MV3TU2VZBXM3FOD/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
      <image:caption>Place your experiments in the To Do column</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203196400-ZTHPROQC0CZNWB2WAUBN/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
      <image:caption>Pull the next top experiment over</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203260889-536AC61F22G6U9EGK1DJ/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203299395-YPEJNS0VLNU8GF0DWPR1/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203344576-P05TMWFZIXAXFQGDFWAJ/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
      <image:caption>Don’t do this.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203407885-48PO85W55S479TUIUDNW/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203445057-CTIDWHUN4DX75BAOQLS1/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203475542-GSVT0YIDH7ZCZQJIBXD0/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203571390-CBUURBISHPFO56I8Y6HG/image-asset.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
      <image:caption>Tagged blocked experiments with a red sticker</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614203623002-9QBRPTZJOX99T8IN5600/.png</image:loc>
      <image:title>Articles - Principles of Experiment Flow</image:title>
      <image:caption>Example of column splitting</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/leading-through-experimentation</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614205262401-WN28QI33STURWKVHFBE5/image-asset.png</image:loc>
      <image:title>Articles - Leading Through Experimentation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614205429204-I2XHNVSBM1VFEPMZT4V0/image-asset.png</image:loc>
      <image:title>Articles - Leading Through Experimentation</image:title>
      <image:caption>Listen for a conversation dominated by I, Me and Myself</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614205633353-GWDPW5XRYTOLKHZ2TQU1/image-asset.png</image:loc>
      <image:title>Articles - Leading Through Experimentation</image:title>
      <image:caption>Listen for a conversation with We, Us and Our</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/3-questions-that-save-your-business</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206092166-WYK5KI0ZM8W3DBE1AQQW/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206130130-Q35ISL1HLZSELM106T3I/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
      <image:caption>Netflix, 3 Horizons</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206182896-5N3GVTCPJEWUEVFDV3GP/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206261559-EHSDQYT9I9B4Z1JVBJD6/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
      <image:caption>Source, Business Insider</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206438371-LLKBL91R54GPBO7LLPVA/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
      <image:caption>Source, Pew Research</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206605732-KGTB47GNLDLVURR7JE1L/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
      <image:caption>Source, BloomberView</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206744871-96GSGK5H7551Y0RGQ9PV/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614206824723-O1B0SCXELXZ4GT0HBMFS/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
      <image:caption>Source SFMTA Transportation Report</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614207125593-PTVEG63XQQ737NAXNWX7/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614207351728-KQ0E1533PGVYJM7C92I3/image-asset.png</image:loc>
      <image:title>Articles - 3 Questions That Can Help Save Your Business, Before It’s Too Late</image:title>
      <image:caption>Business Model Canvas from Strategyzer</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/5-steps-experimentation-repeatable</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614208760256-FVAF1FNQ7LXQ5818ED4S/image-asset.png</image:loc>
      <image:title>Articles - 5 Steps To Make Experimentation a Repeatable Process</image:title>
      <image:caption>Desirability Risk</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614208799932-GRZS9VQ4BV92LH9RQUXR/image-asset.png</image:loc>
      <image:title>Articles - 5 Steps To Make Experimentation a Repeatable Process</image:title>
      <image:caption>Feasibility Risk</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614208837977-FBW1MB03P06K43TMLQIY/image-asset.png</image:loc>
      <image:title>Articles - 5 Steps To Make Experimentation a Repeatable Process</image:title>
      <image:caption>Viability Risk</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614208897714-U24IWHLMC58WFVBXK98Y/image-asset.png</image:loc>
      <image:title>Articles - 5 Steps To Make Experimentation a Repeatable Process</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/should-executives-be-more-like-vc</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-08</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614209306566-8YSHC2WIIIP90B7DXCF5/image-asset.png</image:loc>
      <image:title>Articles - Should Executives Be More Like Venture Capitalists</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614209340726-AU7BKRI0L9QR9AYXUICJ/image-asset.png</image:loc>
      <image:title>Articles - Should Executives Be More Like Venture Capitalists</image:title>
      <image:caption>VC Funding vs Innovation Lab Funding</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614209486701-44OSKYYKDK77280V4LJ8/image-asset.png</image:loc>
      <image:title>Articles - Should Executives Be More Like Venture Capitalists</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614209562141-EKBCUW6FVDYSQVMJO34E/image-asset.png</image:loc>
      <image:title>Articles - Should Executives Be More Like Venture Capitalists</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614209651417-58WNOD0PBWMBT81I0BZZ/image-asset.png</image:loc>
      <image:title>Articles - Should Executives Be More Like Venture Capitalists</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.precoil.com/articles/how-to-map-risk</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-02-12</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614211537366-7UMGFEGEXC4V929JN8TL/image-asset.png</image:loc>
      <image:title>Articles - How To Map Risk With A Mission Model Canvas</image:title>
      <image:caption>Mission Model Canvas</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5f355eb6256fe11983f09b69/1614211671955-FUWQ7935CBEYM7YAKVOM/image-asset.png</image:loc>
      <image:title>Articles - How To Map Risk With A Mission Model Canvas</image:title>
      <image:caption>Source IDEO and Larry Keeley, Doblin Group</image:caption>
    </image:image>
    <image:image>
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