1. Write down the assumptions first
Every product idea contains assumptions: who has the problem, how painful it is, whether they actively seek a solution, what result matters, and what they will exchange to get it. Write those assumptions before looking for validation so you do not move the goalposts afterward.
2. Validate the problem before the feature set
A long feature list can hide a weak problem. Look for evidence that the situation is frequent, costly, frustrating, risky, or important enough to change behavior. Conversations, search behavior, communities, existing purchases, workarounds, and repeated questions can all contribute evidence.
3. Test the promise in plain language
Describe the buyer, desired result, and path without jargon. If the value proposition needs a long explanation before the person understands why it matters, the offer probably needs more work.
4. Ask for behavior, not compliments
Compliments are weak evidence. Stronger signals require action: replying with details, booking a call, joining a waitlist, using a prototype, requesting a proposal, paying a deposit, pre-ordering, or buying—depending on the product and stage.
5. Decide the pass/fail criteria before the test
Choose what evidence would make you continue, change the offer, narrow the market, or stop. Validation should reduce uncertainty, not become an endless search for reassurance.
Apply this inside a product project.
Use the Product Engine to carry the decisions from Market through Launch.
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