Problems, conversations and small tests
Define the problem
Write a one-sentence problem statement:
[Customer] struggles with [problem] when [situation], which costs them [time, money or frustration].
Be specific about the customer. "Busy people" is too broad. "Parents of young children who work night shifts" is specific enough to find and talk to.
Talk to potential customers
Ask about what people have actually done, not what they say they might do. People are polite, so "Would you buy this?" often gets a hopeful yes that means very little.
| Instead of asking… | Ask… |
|---|---|
| Would you buy this? | Tell me about the last time you dealt with this problem. |
| Do you think this is a good idea? | What do you do about it today? |
| How much would you pay? | What have you spent on solving it before? |
| Would you use an app for this? | What's the hardest part about it? |
Listen more than you talk, and look for patterns across at least five to ten conversations.
Study the alternatives
Your competition isn't only similar businesses. It's anything people use to deal with the problem today, including a spreadsheet, a friend who helps or doing nothing at all. Your idea has to be clearly better than those options.
Run a small test
A minimum viable product (MVP) is the simplest version of your idea that lets you learn from real customers. For example:
- Pre-orders: take orders or deposits before you produce at scale.
- A simple landing page: describe the offer and count sign-ups.
- Do it by hand: deliver the service manually before building any technology.
- A small batch: make a limited run and sell it at a market or online.
Before you start, set a success target, such as "15 pre-orders in two weeks." Deciding in advance keeps you honest about the results.
Decide what's next
After the test, choose one of three paths. Continue if you hit your target. Change direction if you learned something that points to a better idea. Stop if the evidence says people don't want it. Stopping early still counts as a good result, because you saved time and money.