Start with the problem

It's easy to get excited about a solution: an app, a product, a shop. But customers don't pay for ideas. They pay to solve problems that matter to them.

Testing an idea early helps you learn quickly and cheaply. A week of conversations and a small experiment can save months of work and thousands of dollars, or give you the confidence to go all in.

In this course, you'll follow a simple process: define the problem, talk to customers, study the alternatives, run a small test and decide.