Before you make it, make sure someone will buy it.
People will tell you your idea is great all day long.
They'll tell you they love it. That it's brilliant. That they'd definitely buy it. And they may mean every word. But would they actually pay for it?
I think founders sometimes confuse enthusiasm with demand. And that can be a very expensive mistake.
I had a great conversation with Christine Annie, founder of Aletha Health, who did something I wish more founders would do. Before she manufactured her product, the HIP Hook, she created a prototype, put together a simple campaign, and asked people to put down a dollar to reserve one.
About 5,000 people did. Think about the difference between hearing 5,000 people say they like your idea and having 5,000 people actually take action. That's the difference between encouragement and evidence.
And it's something I've become increasingly passionate about in my own work with founders and emerging brands. Founders need conviction. Without it, most businesses would never get off the ground. But they also need validation. Sometimes the smartest thing you can do before building your idea is give people a chance to prove they want it.
Then you build.
Christine and I talked about this and so much more on
The Irresistible Factor.