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Challenging founders on why they are starting their business is our motto. Where did the pain point come from? Did you experience the pain point yourself? Can you describe that light bulb moment when you thought who else may be feeling the same pain?


How high do you rate this pain on a scale and how high do you think your customers will rate it? How do your customers solve this problem today? Why do you think they will come (your customers)?


There is a validation process that we adopt to explore these questions and define who you are as a business and why you exist. The core reason for challenging founders on their ideation is to ensure they do not build something customers don’t care to pay for or use. Additionally, trying to avoid building something that is a ‘nice to have’ product versus a ‘must have’ product.

It’s seems simple enough, but sadly we see too many products built for the wrong reasons. Founders don’t want to hear negative feedback. They ask the wrong people, or sell their idea so well to colleagues that those asked just agree with them, giving them a false sense of security that they should go forward and not pivot their idea.

Sometimes it may seem like there is a degree of luck involved when coming up with a product that will intrigue and excite an already busy market place.


If you ask the right questions of your customer and truly listen to the answers, observing and understanding their behaviours, your target customer will be almost as tangible as your product. This will allow you to predict what they want rather than relying on chance to cure their pain and win their loyalty.


This is where it all begins. You want your idea to bloom and grow into a scalable business. Getting this part right is crucial to launching and catapulting the concept forward.

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