An idea is worth pursuing when a specific customer has a recurring or costly problem, existing alternatives are inadequate, and you can test the most important assumption cheaply.
Work through it
Name the customer
Choose the narrowest group you can reach and understand. Specificity makes research possible.
Describe the struggle
Write what happens, how often it happens, and what it costs in time, money, risk, or frustration.
Study alternatives
Look at products, services, spreadsheets, workarounds, and the option of doing nothing.
Design a small test
Choose one action that could disprove your belief before you build the full solution.
Common mistakes
- Starting with features
- Treating a large market as proof
- Ignoring the do-nothing alternative