Will It Fly?: How to Test Your Next Business Idea So You Don't Waste Your Time and Money

what was my unfair advantage in this space?

you’re going to define the box, level, or crowd—the places, people and products that already serve your target audience. This is what I like to call a market map. With this market map, you’ll get a bird’s-eye perspective of the environment to which you are about to enter. You will be able to find your place and navigate through it with confidence.

Let the person speak.

It’s not until you fully understand what your target idea does, whom it is for, and how it differs from other similar solutions that should you spend considerable amounts of time on the branding elements of that particular idea.

If you’re interested in learning more about paid advertisements, I also recommend checking out material from Rick Mulready (RickMulready.com) or Amy Porterfield (AmyPorterfield.com) too.

Don’t take notes or record the conversation.

Most importantly, when having these conversations, always dig deeper. Follow up their replies with, “how come,” or, “why do you feel that way,” and you’ll be able to understand the true drivers behind any frustrations or pains the person may have.

Why do you say that? What else do you think is missing? Why is that important to you? What would be ideal with that? What else comes to mind about that?

think about how you can be a breath of fresh air. What do you need to bring to the lot in order to give oxygen and life back to your audience, which may be tired of the same old stuff or looking for that missing puzzle piece?