Stop Building What Nobody Wants

False validation is why “promising” ideas fail quietly. Catch it before you waste time, money, and reputation.

$39 - one-time payment - Still cheaper than being wrong.

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Built from years of real customer interviews across early-stage products and startups.

The problem

Why "Sounds Great!" Is Killing Your Business

When you launch and no one buys, it’s rarely because the idea was bad.
It’s because your “research” never gave the market a chance to disagree.

  • You confuse kindness with truth.

    You ask if people would use your product.
    They smile. They say yes.
    You walk away feeling validated.


    Six months later, zero sales.

  • You treat guesses like facts.

    Your assumptions feel solid until real behavior shows up.

    By then, you’ve already spent time and money building the wrong thing.

  • You ask questions people can lie to.

    “Would you pay for this?” invites politeness, not commitment.

    It does not reveal priorities, trade-offs, or real intent.

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Encouragement is easy to get.

Learning the truth about what you’re building is not.

The Solution

A decision framework for what to build - and what not to

Designed to turn customer conversations into decisions you can stand behind.

  • 1. Assumptions

    Make your assumptions explicit before they quietly drive every decision.

  • 2. Questions

    Ask questions grounded in past behavior, not future intent.

  • 3. Signals

    Identify pains, trade-offs,
    and workarounds that already exist.

  • 4. Decisions

    Decide what to build - or stop building - based on evidence.

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The end result?

You’ll spend less time second-guessing and more time making decisions from evidence you trust.

"The goal isn't to prove your idea is brilliant. It's to understand the problem so deeply that your solution becomes obvious."

THE TOOLKIT

Everything you need to make the right decisions before you build

A compact set of tools to turn customer conversations into decisions you trust.

What's inside?

  • A clear decision framework to move from assumptions to evidence - without overanalyzing.
  • Interview prompts that surface real behavior, not polite opinions.
  • An analysis system for reading signals and separating pain from noise.
  • Guidance you use to keep learning from customers as your product - and decisions - evolve.
  • Ready-to-use templates (FigJam + Notion) so you can apply the framework immediately.

A clear progression from confusion to decision

Each chapter builds on the last, guiding you from early assumptions to evidence-backed choices - without skipping the hard parts.

Clarity is cheaper than correction.

Replace guesswork with decisions grounded in real customer evidence - before time, money, and momentum lock you in.

$50 $39

Still cheaper than being wrong.

  • Instant access (PDF + templates)
  • Apply it immediately to real decisions
  • 30-day money-back guarantee
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