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We never validate ideas before building them
Teams skip validation because building feels faster than testing. Before building, write down what must be true for the idea to work and test the riskiest part cheaply, with a prototype, a landing page or real user conversations.
We never validate ideas before building them
Problem
Ideas go straight from the meeting room into the roadmap.
Nobody checks whether users want the thing until it has shipped. By then months of design and engineering are spent, and pulling it back feels impossible.
When it lands quietly, the team moves on to the next untested idea.
Insight
Every idea rests on a few assumptions, and usually one of them is shaky.
Most ideas fail for a predictable reason: users do not have the problem, will not pay for the fix, or cannot find it. These can be tested in days with a prototype, a fake door or ten honest conversations.
Testing first feels slower. It is much faster than building the wrong thing.
How we approach it
We test the riskiest assumption before anyone writes code.
- We list what must be true for the idea to succeed and pick the one most likely to be wrong.
- We design the cheapest test that could prove it wrong: a prototype, a landing page or interviews.
- We set the result that would mean go or stop before the test runs.
Only ideas that survive get built, and they get built with evidence behind them.
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