Product discovery

How to validate a product idea before building

Product idea validation gathers evidence about the problem, behavior and willingness to change instead of asking whether people like a concept.

Mikołaj LehmanUpdated: 23 July 20268 min read

Short answer

An idea has initial validation when a specific user group experiences a repeatable problem, actively tries to solve it and takes a costly action to use the proposed alternative. Opinions without behavior are weak evidence.

Write down the hypotheses

Who has the problem
When the problem occurs
How they cope today
Why the current solution is insufficient
Which behavior would confirm value

Collect progressively stronger evidence

A conversation is weaker than using a prototype. Prototype use is weaker than committing data, time, reputation or money. Design the test so it requires real action.

Define a stopping rule

Before the test, write down which result means changing direction or stopping. Otherwise, every signal can be interpreted as confirmation.

Next step

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Bring the problem, current assumptions and largest uncertainty. We will start with the decision, not a sales pitch.

Book a diagnostic call

Write down the hypotheses

Collect progressively stronger evidence

Define a stopping rule

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