Validate your idea in two weeks

Most new products fail for one simple reason: not enough people want them. You can find that out cheaply. The goal of these two weeks isn't to prove you're right. It's to learn as fast as possible whether you're wrong.

Before you start: write down your guesses

Write three sentences. Who has the problem? What do they do about it today? Why would they switch to you? These are your assumptions. Everything in the next two weeks tests one of them.

The plan

1. 1
   Days 1–2: list 30 peopleName real people who fit your target customer: former colleagues, friends of friends, members of online groups where they hang out. Aim for 30 so that 10–15 say yes.
2. 2
   Days 3–7: hold 10–15 conversationsAsk about their past behaviour, not your idea (see the customer interviews guide). Take notes right after each call.
3. 3
   Day 8: look for patternsWhich problems came up again and again? Did anyone already pay for a workaround, or build a spreadsheet to cope? That's the strongest signal you can get.
4. 4
   Days 9–10: build a simple landing pageOne page: the problem in their words, your promise, and one button (join the waitlist, book a call, pre-order). No logo design, no features list.
5. 5
   Days 11–13: send trafficShare it with everyone you talked to, the groups they're in and a small ad budget if you like. Count visits and sign-ups.
6. 6
   Day 14: decideGo, change direction, or stop. Decide together, and write down why.

Signals that mean something

• Someone describes the problem before you mention it.
• They already spend money or time on a workaround.
• They ask when they can use it, or introduce you to others with the same problem.
• They pay a deposit, sign a letter of intent or agree to a paid pilot.

Signals that mean little

• "Great idea!" Compliments cost nothing.
• "I would definitely use that." Future promises are unreliable.
• Likes and shares from friends.