How to validate your B2B startup idea

I noticed four distinct paths to effectively validating a startup idea:

1. The do-it-manually path: Don’t build anything—solve the problem manually first, for a small number of companies


2. The listening path: First talk to tons of potential users, and then start building


3. The prototype path: Start building a prototype and then co-create it with a small n

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There are four signs your idea has legs:

1. People pay you money: Several people start to pay for your product, ideally people you don’t have a direct connection to


2. Continued usage: People continue to use your prototype product, even if it’s hacky


3. Strong emotion: You’re hearing hatred for the incumbents (i.e. pain) or a deep and strong emotional react

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Here’s what pain and pull look like in practice:

1. People pay you money: Several people start to (or offer to) pay for your early product, ideally people you don’t have a direct connection to.


2. Strong emotion: You’re hearing hatred for the incumbents (i.e. pain) or a deep and strong emotional reaction to your idea (i.e. pull).


3. Cold inbound interest: Y

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