One of the core principles I discuss in “I Need That” is the critical importance of product validation. Far too often, product failures can be traced back to inadequate validation. Or, even worse, ignoring validation results that either didn’t align with the creator’s vision or beliefs.
But how can you quickly and effectively gauge market interest before investing significant time and resources? Here are three methods to consider:
- “Smoke test” landing pages: Create a simple landing page describing your product and its benefits. Use paid ads to drive traffic and measure sign-ups or pre-orders. This can provide valuable data on initial interest and potential conversion rates.
- Crowdfunding campaigns: Platforms like Kickstarter not only help raise funds but also serve as excellent validation tools. If people are willing to back your idea with real money, it’s a strong indicator of market interest. (Caveat: in the book, I get into the risk factors around this, and they are considerable.)
- Concierge MVP: Manually deliver your product’s core value to a small group of users before building anything. This allows you to test your concept, gather feedback, and iterate quickly without the overhead of full development.
Remember, the goal of validation isn’t to prove your idea is perfect. It’s to learn, adapt, and ensure you’re building something people truly need.
Don’t fall into the trap of confirmation bias—be willing to pivot or even abandon ideas based on what you discover.
In the end, thorough validation can save you from the heartache (and financial pain) of launching a product that no one actually needs.