Every idea is a hypothesis until real people vote with their attention, their email, or their wallet. Here's how we find out — cheaply, before you build.
Four steps, repeated until an idea earns a build — or a clean kill.
Sharpen the idea into a testable hypothesis: who is it for, and what would they have to do to prove they want it?
Run the smallest possible experiment that puts the idea in front of a real audience — usually a focused landing page and real ads.
Collect real signals — clicks, sign-ups, pre-orders — not opinions. The market's behaviour is the data.
Go, pivot, or kill. A data-backed call before you spend months and thousands building the wrong thing.
Pretotyping means testing the appeal of an idea before building it — pretend you have the product and see if anyone bites. A few of the techniques we use:
Advertise the offer as if it exists. Clicks and sign-ups measure real demand before a single feature is built.
Deliver the outcome manually, by hand, for the first customers. You learn what they truly value before automating anything.
A non-functional stand-in — a wooden mock-up of the product — to test whether people would actually use it.
The pretotyping approach and these techniques come from Alberto Savoia. Learn more at pretotyping.org.
Our shorthand for where an idea stands. Every idea enters the pipeline as a MOP — a maybe-opportunity we're actively testing.
The signal said no. We kill it — cheaply, and on purpose. Most ideas end here, and that's the system working.
Under test right now. Real experiments running, signals coming in, decision pending.
The signal said yes. It earns a build — a prototype, then a product.
Learn to run validations yourself, or have us run one for you.
Put your idea in front of a real audience with a focused experiment.
Collect real signals — clicks, sign-ups, pre-orders — not opinions.
Go, pivot, or kill — a data-backed call before you build.