Parallel prototyping means creating multiple prototypes at the same time to explore different ideas. This approach helps teams avoid fixating on a single concept and encourages comparing options. It counters the escalation of commitment — a cognitive bias where investing in one idea makes us overly attached to it.

By testing several ideas in parallel, teams can ask, "Which idea looks most promising?" instead of "Is this idea good or not?" This shift makes it easier to accept feedback and keeps options open. It leads to better decisions based on testing and data rather than personal preference.

Parallel prototyping fosters creativity and leads to better products. It helps teams gather reliable feedback, make informed decisions, and meet user needs more effectively.