Why ideas fail
Most new ideas don't fail because they're bad. They fail because someone spent their savings before checking whether anyone wanted to buy. Interest is cheap; payment is evidence.
Cheap tests that tell you the truth
- Talk to ten potential customers about the problem — not your solution.
- Put up a one-page website describing the offer, with a way to join a waitlist or pre-order.
- Ask for a small payment or deposit. “I'd buy that” isn't the same as buying it.
- Deliver the first version by hand, even if it doesn't scale.
- Set a test budget and deadline up front, and decide in advance what result means go or stop.
Keep your job until the evidence is in
Run your tests on evenings and weekends. Resign when paying customers — not hope — make the case.
Frequently asked questions
How much should I spend testing an idea?
Set an amount you could lose without real harm, and a deadline. If the test hasn't produced paying interest by then, change the idea or stop.
Is a survey enough to validate an idea?
Rarely. People are polite in surveys. Pre-orders, deposits and sign-ups that require effort are far better evidence.