Latest articles
A few recent posts. The full blog has more.
Ad budget to validate an idea: what spend must buy
Ad budget to validate an idea: enough traffic for a decision rule you wrote first. Not a magic franc sum. Limits and what clicks do not prove.
How to test a B2C idea with Meta ads
Test a B2C idea with Meta ads: one offer, one landing page, measured clicks and sign-ups. Limits, who should skip, and what spend cannot prove.
LinkedIn ads for B2B validation: what to run first
LinkedIn ads for B2B validation work when a landing page tests one job and one conversion action. What they prove, what they do not, and who should skip.
How to validate an idea with Google Ads
Validate an idea with Google Ads: one landing page, tracked actions, and a falsifier before spend. What clicks prove, what they do not, and who should wait.
Fake door test vs real MVP: demand or behaviour?
Fake door test vs real MVP: a fake door measures demand and intent; a real MVP measures behaviour. When each fits, and what neither proves.
Smoke test landing page: test demand before you build
A smoke test landing page checks whether strangers take one clear action on your offer. Steps, limits, and what email signups do not prove.
Fake door test: measure demand before you build
A fake door test shows whether visitors click as if they would buy or sign up, before the product exists. Steps, limits, and when it is enough.
Riskiest assumption test: one belief to falsify first
A riskiest assumption test picks the belief that would kill the plan if wrong, then runs the smallest experiment that could falsify it before you build.
Letters of intent and pre-sales as validation
Letters of intent and pre-sales as validation: when a signed LOI or a paid pilot counts as evidence, what it does not prove, and who should skip the shortcut.
How to test willingness to pay before you build
Test willingness to pay with money on the line: pre-sales, paid pilots, and priced offers. What counts, what does not, and who should wait.